The 9 Greatest Advertising and marketing Frameworks You Must Know

Tackling advertising and marketing and not using a stable plan is like placing collectively a puzzle with out all of the items — I do know this firsthand.

Earlier than utilizing a advertising and marketing strategic framework, my efforts usually felt scattered, with no actual course. However as soon as I began implementing these frameworks, issues began to click on.

All of a sudden, my campaigns had been extra targeted, organized, and far more efficient. I seen the sky seemed bluer, and the flowers smelled sweeter. Properly, possibly that final half isn’t true, however all the things appeared to run far more easily.

A superb advertising and marketing framework doesn’t simply offer you readability: it turns your whole technique right into a well-oiled machine, serving to you run campaigns confidently and get actual, measurable outcomes.

On this publish, I’ll stroll you thru 9 advertising and marketing frameworks that may show you how to carry order to your advertising and marketing technique and ship constant outcomes.

Desk of Contents

You may consider it like this: You wouldn’t dream of approaching your advertising and marketing with a “throw spaghetti on the wall and see what sticks” angle as a result of it will be a catastrophe on your group.

As a substitute, you may doubtless spend days, weeks, and even months figuring out your target market, the place they spend time, figuring out the right solution to attain them, and speaking the advantages of your services or products in a advertising and marketing plan.

Your advertising and marketing technique framework takes this all a step additional and, as talked about above, ensures your advertising and marketing plan is profitable since you’ll share content material along with your audiences on the proper time in essentially the most related channels which might be extra more likely to drive outcomes.

The Advantages of a Advertising and marketing Framework

A advertising and marketing strategic framework does extra than simply hold you targeted on the duty at hand. As your organization grows and your crew grows together with it, you will need to discover a solution to talk with each member of the advertising and marketing division, regardless of the place they work or what duties they’re accountable for.

Making a advertising and marketing framework is one of the best ways to make sure that everybody is aware of what they should do and the way they should do it. Extra advantages of using a advertising and marketing framework embrace:

• Creates a house for templates, guides, instruments, and property that each one entrepreneurs in your group might want to entry.
• Establishes and communicates accepted verbiage for the group.
• Enhancing advertising and marketing enhances the expansion and backside line of the corporate.
• Permits the crew to check totally different methods and decide the perfect route.
• Communicates who’s accountable for what and makes transferring individuals from one function to a different simpler.
• Saves time by limiting “redos” — areas usually prone to errors that want work.

As well as, your framework will show you how to predict your buyer’s habits and the income you possibly can anticipate to see. Consequently, it’ll assist your crew operate extra effectively and produce extra successfully.

The STP Advertising and marketing Mannequin is all about getting laser-focused on who your prospects are and the way to greatest attain them. STP stands for Segmentation, Concentrating on, and Positioning (it additionally stands for the seminal ‘90s alt-rock band Stone Temple Pilots, however that’s not what we’re speaking about right here).

STP is a top-down strategy that helps you break down your viewers into smaller segments, decide who’s most certainly to be involved in your product, after which place your model to enchantment on to them. In my expertise, it’s like crafting a personalised message for every group quite than a one-size-fits-all strategy.

When to Use It

I’ve discovered the STP mannequin to be tremendous helpful if you’re trying to refine your advertising and marketing efforts, particularly if you happen to’ve obtained a various viewers.

Whether or not launching a brand new product or attempting to make your current campaigns more practical, this mannequin helps you zero in on essentially the most receptive segments and tailor your messaging accordingly.

Tips on how to Use It

1. Segmentation: Begin by dividing your total market into smaller segments primarily based on totally different standards like demographics, behaviors, or wants. The purpose is to determine distinct teams inside your broader viewers.
2. Concentrating on: Upon getting your segments, it’s time to resolve which of them are value specializing in. Choose the teams most certainly to transform or carry the very best worth.
3. Positioning: Lastly, place your product in a method that resonates along with your chosen segments. Craft a message highlighting how your product meets their wants and units you aside.

Professional tip: From my expertise, don’t shrink back from revisiting your segments and targets as what you are promoting grows. Your viewers’s wants can change over time, and staying versatile along with your STP technique will help hold your messaging related and efficient.

Instance: Let’s say I’m launching a brand new line of eco-friendly merchandise. For “Segmentation,” I’ll break down our viewers by eco-consciousness and way of life selections. Then, within the “Concentrating on” part, I might concentrate on younger professionals captivated with sustainability.

Lastly, for “Positioning,” I can emphasize our merchandise’ environmental advantages and distinctive options, positioning them as the right alternative for individuals who wish to make a distinction with out sacrificing high quality.

3. Porter’s 5 Forces

​​Porter’s 5 Forces is a type of frameworks I flip to after I want to grasp the larger image higher.

Whereas most advertising and marketing frameworks concentrate on the product and the viewers, this one seems outward on the exterior influences that may impression profitability.

Developed by Michael Porter, a Harvard Enterprise Faculty professor and skilled in aggressive technique, this framework helps you consider 5 key forces that form any business’s profitability and competitors:

1. Menace of recent entrants.
2. Bargaining energy of suppliers.
3. Bargaining energy of consumers.
4. Menace of substitute services or products.
5. Depth of aggressive rivalry.

Porter’s in depth work in aggressive technique has made this mannequin a cornerstone in enterprise technique, serving to firms perceive the complexities of their aggressive setting.

When to Use It

I discover this framework particularly helpful throughout strategic planning, whether or not getting into a brand new market or launching a brand new product.

Even if you happen to’re not within the early phases, it’s a good way to reassess your place and determine the place to realize a aggressive edge. It’s additionally helpful for established companies to grasp how business dynamics are shifting.

Tips on how to Use It

To use Porter’s 5 Forces, begin by analyzing every of the 5 forces within the context of your business.

1. Menace of New Entry: Contemplate your business and assess how tough it’s for opponents to enter. Are there vital obstacles, resembling excessive capital prices or strict rules? Or is it comparatively straightforward for brand new companies to affix? In case you’re in a mature business, you might be much less fearful about new opponents, however this could be a main concern in rising, dynamic markets.
2. Bargaining Energy of Suppliers: Subsequent, assess the facility suppliers have over your pricing. If there are just a few suppliers, they maintain extra energy, which may harm margins. For instance, if I’m launching a brand new product depending on distinctive supplies, I’m going to really feel the squeeze on my prices. But when there are a lot of suppliers, purchasing round and negotiating is simpler.
3. Bargaining Energy of Consumers: Take a look at how a lot energy consumers maintain. If there are just a few massive consumers, they’ll negotiate for decrease costs or particular phrases. However when there are a lot of consumers, controlling the phrases is simpler. I’ve discovered that is particularly related in industries with huge B2B contracts the place a single purchaser can considerably affect an organization’s gross sales.
4. Menace of Substitution: Substitutes are at all times lurking, particularly in tech-driven industries. I keep attuned to various services or products that would simply exchange ours. For instance, if introducing a SaaS device, you’ll wish to be careful without spending a dime or cheaper DIY options that would lure prospects away out of your product.
5. Aggressive Rivalry: Lastly, assess the competitors. Excessive rivalry usually means value wars, elevated advertising and marketing spend, and the necessity to differentiate aggressively. This pressure is particularly intense in markets with low differentiation and lots of opponents — suppose airways or quick meals. Give attention to constructing model loyalty and providing one thing distinctive to face out.

Professional tip: When conducting a Porter’s 5 Forces evaluation, think about future traits and the way these forces would possibly evolve. This will help you keep forward and alter your technique proactively. Obtain a free Porter’s 5 Forces mannequin template to strive it your self.

Fashionable Advertising and marketing Fashions

Now, let’s take a look at among the newer fashions to hit the advertising and marketing scene. Whereas they might not have been round so long as the extra conventional fashions, they keep in mind the present advertising and marketing local weather and sometimes concentrate on startups.

4. Pirate Metrics or “AARRR!”

Don’t fear — you don’t have to put on an eye fixed patch or undertake a parrot to make use of this one. Pirate Metrics, or AARRR, is a framework developed by startup guru Dave McClure. It’s all about monitoring the client journey, from discovering your model to the purpose the place they’re so blissful they’re telling everybody about you.

The title comes from the 5 phases it focuses on: Acquisition, Activation, Retention, Income, and Referral. In my expertise, this mannequin is nice for startups or any enterprise trying to perceive the way to optimize every step of the client journey.

When to Use It

I’ve discovered Pirate Metrics to be extremely helpful if you’re attempting to get a transparent image of the place your prospects are coming from, how they’re interacting along with your product, and what’s protecting them round.

In case you’re targeted on development and in search of methods to enhance your buyer lifecycle, this framework is certainly value a glance.

Tips on how to Use It

1. Acquisition: That is all about discovering out the place your prospects are coming from. Are they discovering you thru Instagram adverts, natural search, or possibly phrase of mouth? Realizing this helps you double down on what’s working.
2. Activation: As soon as they’ve discovered you, what’s the primary motion they take? Possibly they join your e-newsletter, create an account, or obtain a free information. The purpose right here is to trace these preliminary steps and ensure they’re as clean as doable.
3. Retention: Okay, in order that they’ve interacted with you as soon as — now, are they coming again? Retention is essential as a result of it’s at all times simpler (and cheaper) to maintain a buyer than to accumulate a brand new one. Take a look at issues like repeat visits, product utilization, or subscription renewals to see how effectively you’re doing right here.|
4. Income: That is the place the cash is available in. How are you incomes income out of your prospects? Whether or not it’s via one-time purchases, subscriptions, or upsells, monitoring income helps you perceive the monetary well being of your buyer base.
5. Referral: Lastly, blissful prospects are inclined to unfold the phrase. Are your prospects telling their pals, leaving opinions, or sharing your product on social media? Referrals are golden as a result of they decrease your buyer acquisition prices and herald new enterprise.

Professional tip: In my expertise, Pirate Metrics works greatest if you observe every stage often and search for patterns. In case you discover a drop-off in a single space, that’s your sign to dig in and see what’s happening.

For instance, if you happen to’re fighting retention, possibly it’s time to boost your onboarding course of or supply extra worth to maintain prospects coming again.

Instance: Let’s say I’m utilizing the Pirate Metrics framework to launch a brand new app. For “Acquisition,” I’d concentrate on the best channels, like social media adverts, and double down on these. Within the “Activation” stage, I’d streamline the sign-up course of to spice up conversions.

For “Retention,” I’d interact customers with common ideas or updates to maintain them coming again. To drive “Income,” I’d optimize upsell provides at key factors within the consumer journey. Lastly, for “Referrals,” I’d add a share button to encourage word-of-mouth development.

5. Lean Analytics Levels

The Lean Analytics Levels framework is a must-know for anybody concerned in a startup or trying to scale a brand new product.

Developed by Alistair Croll and Ben Yoskovitz, two well-respected figures within the startup and tech neighborhood, this framework helps startups concentrate on the precise metrics on the proper time, transferring from an thought to a scalable enterprise.

When to Use It

I’ve discovered the Lean Analytics Levels framework notably helpful for early-stage startups or when launching a brand new product. It helps you determine what to measure and when to measure it, so you may make knowledgeable selections that drive development.

Tips on how to Use It

1. Empathy: All of it begins with attending to know your prospects. You spend time listening to their challenges, gathering suggestions, and actually understanding the issue you’re attempting to unravel. It’s all about empathy at this stage, and the purpose is to create a minimal viable product (MVP) that addresses an actual want.
2. Stickiness: When you’ve obtained your MVP, the main target shifts to engagement and retention. Are individuals coming again? Are they discovering worth in what you’re providing? At this stage, it’s essential to fine-tune your product to maintain customers engaged and scale back churn.
3. Virality: Now that you just’ve obtained a core group of customers, it’s time to consider development. Earlier than you begin spending huge on adverts, you wish to make certain your current prospects are spreading the phrase. Natural development via referrals is a robust indicator that you just’re heading in the right direction.
4. Income: This stage is all about making a living. It’s essential work out the way to flip your engaged customers into paying prospects. Whether or not via subscriptions, one-time purchases or upsells, the main target is on producing sustainable income.
5. Scale: Lastly, when you’ve nailed down your income mannequin, it’s time to scale. This implies rising your attain, getting into new markets, or launching new merchandise. The important thing right here is to construct on the information and insights you’ve gathered within the earlier phases to gas development.

Professional tip: In my expertise, it’s essential to not rush via these phases. Every one builds on the final, and if you happen to skip a step, you would possibly miss essential insights that would make or break what you are promoting. Take the time to dig into the information and actually perceive what’s driving your development.

Instance: Let’s say I’m scaling a brand new SaaS product utilizing the Lean Analytics Levels framework. Within the “Empathy” stage, I’d conduct interviews with potential customers to pinpoint their greatest challenges, which might assist form the MVP.

I’d then take a look at “Stickiness” by monitoring how effectively customers interact and return to the product. As we transfer into “Virality,” I’d encourage referrals to develop our buyer base organically. As soon as “Income” is regular, I’d concentrate on “Scaling” by increasing into new markets and including extra options.

6. The Hook Mannequin

No, it has nothing to do with the beforehand talked about Pirate Metrics, nevertheless it does complement the stickiness and virality mentioned throughout Lean Analytics.

The Hook Mannequin focuses on constructing merchandise that individuals can’t resist coming again to. It was developed by Nir Eyal, writer of Hooked: Tips on how to Construct Behavior-Forming Merchandise, and it focuses on creating habits that hold customers engaged over the long run.

In my expertise, this mannequin is a game-changer for anybody trying to construct merchandise that customers really feel they’ll’t stay with out. It’s about understanding what drives consumer habits and utilizing that data to create a cycle of engagement.

When to Use It

I’ve discovered The Hook Mannequin to be notably helpful if you’re attempting to design services or products that require ongoing consumer engagement. Whether or not you’re constructing an app, an internet site, or perhaps a subscription service, this framework helps you consider the way to make your product a daily a part of your customers’ lives.

Tips on how to Use It

1. Set off: That is the place the consumer journey begins. Triggers might be exterior, like a push notification, or inner, like a sense of boredom or stress. The hot button is to determine what is going to immediate customers to have interaction along with your product.
2. Motion: As soon as triggered, the consumer must take an motion. This needs to be one thing easy and straightforward, like clicking a button or scrolling via a feed. The simpler it’s, the extra doubtless customers are to do it.
3. Variable reward: That is the place the magic occurs. The reward needs to be satisfying, however the secret is that it’s variable. That little little bit of unpredictability retains customers coming again, desperate to see what they’ll get subsequent.
4. Funding: Lastly, customers want to take a position one thing within the product, whether or not it’s time, effort, or information. The extra they make investments, the extra doubtless they’re to return as a result of they’ve put one thing of themselves into the product.

Professional tip: One factor I’ve realized is that the perfect hooks are people who really feel pure to the consumer. It shouldn’t really feel such as you’re manipulating them; it ought to really feel such as you’re genuinely fixing an issue or including worth to their lives. If you get that steadiness proper, customers received’t simply interact along with your product — they’ll turn into loyal advocates.

Instance: Let’s say I’m making use of the Hook Mannequin to a health app. The “Set off” can be a each day reminder to log exercises, serving to customers keep constant. For the “Motion”, I’d make it as straightforward as doable, like getting into exercise particulars with just some faucets.

The “Variable Reward” might be random badges or milestones to maintain customers inquisitive about what they’ll unlock subsequent. Lastly, “Funding” would come from customers monitoring their progress over time, making them extra dedicated as they see their enhancements.

Picture Supply

7. The ICE Rating

The ICE Rating is a straightforward but highly effective framework for prioritizing concepts. Developed by Sean Ellis, usually known as the Father of Development Advertising and marketing, this framework helps you rapidly consider potential development initiatives.

ICE — which stands for Affect, Confidence, and Ease — is a simple solution to resolve which concepts are value pursuing primarily based on these three elements. In my expertise, the ICE Rating is a lifesaver if you’re juggling a number of initiatives and have to make sensible, quick selections.

When to Use It

I’ve discovered the ICE Rating to be extremely helpful if you’ve obtained a listing of potential initiatives or methods and have to prioritize them.

Whether or not you’re engaged on advertising and marketing campaigns, product options, and even inner processes, this framework helps you narrow via the noise and concentrate on what’s most certainly to maneuver the needle.

Tips on how to Use It

1. Affect: Begin by asking your self, “What’s the potential impression if this concept works?” You wish to concentrate on concepts that would make a major distinction to what you are promoting or undertaking objectives. The larger the potential impression, the upper the rating.
2. Confidence: Subsequent, think about how assured you’re that this concept will succeed. That is about intestine feeling mixed with information. In case you’ve seen comparable methods work earlier than, or if you happen to’ve obtained stable analysis backing it up, give it the next rating.
3. Ease: Lastly, take into consideration how straightforward it’s to implement. This contains elements like time, value, and assets. The simpler one thing is to execute, the upper the rating it ought to get.

When you’ve rated every thought on a scale (normally from 1 to 10) for Affect, Confidence, and Ease, you add up the scores. The concepts with the very best whole scores are those it’s best to prioritize.

Professional tip: One factor I’ve realized is that the ICE Rating is simply a place to begin. It provides you a fast solution to prioritize, however don’t be afraid to regulate your strategy if new data is available in or if one thing doesn’t really feel proper. Flexibility is essential to benefiting from this framework.

Instance: Let’s say I’m utilizing the ICE Rating to resolve which advertising and marketing channels to prioritize for a product launch. For “Affect,” I’d rating social media adverts the very best since they’ll rapidly attain a big viewers.

For “Confidence,” content material advertising and marketing would possibly rating effectively as a result of we’ve had previous success with our content material crew.

For “Ease,” influencer partnerships would rank highest if we already had current relationships. After including up the scores, I’d concentrate on the methods that supply the perfect return on funding.

8. STEPPS

STEPPS is a framework designed that can assist you create content material that naturally spreads from individual to individual. Developed by Jonah Berger, a advertising and marketing professor and writer of Contagious: Why Issues Catch On, this mannequin identifies six key components that make content material go viral.

STEPPS stands for Social Foreign money, Triggers, Emotion, Public, Sensible Worth, and Tales. From my expertise, this framework provides a transparent roadmap for crafting content material that grabs consideration and encourages individuals to share it.

When to Use It

I’ve discovered STEPPS to be notably efficient if you’re aiming to create content material that generates pleasure and widespread dialogue. Whether or not it’s a weblog publish, a video, or a social media marketing campaign, this framework helps guarantee your content material has the precise parts to spark dialog and sharing.

Tips on how to Use It

1. Social Foreign money: Individuals take pleasure in sharing issues that improve their picture or make them really feel like insiders. Contemplate how your content material may give your viewers one thing they’ll be proud to share, making them look good within the course of.
2. Triggers: Establish what is going to immediate individuals to consider and focus on your content material. Triggers are on a regular basis cues that may remind individuals of your message, encouraging them to share it. The hot button is to tie your content material to one thing individuals steadily encounter.
3. Emotion: Content material that evokes sturdy feelings — be it happiness, shock, anger, or concern — is extra more likely to be shared. The stronger the emotional response, the extra shareable your content material turns into.
4. Public: Ensure that your content material is very seen and straightforward to share. The extra individuals see others partaking along with your product or message, the extra doubtless they’re to affix in. Visibility drives sharing.
5. Sensible worth: Persons are naturally inclined to share useful data. In case your content material gives worthwhile ideas, recommendation, or options, it’s extra more likely to be handed alongside to others who would possibly discover it useful.
6. Tales: We’re naturally drawn to tales, and so they make your content material extra partaking and memorable. In case you can weave your message right into a compelling narrative, it’ll resonate extra deeply along with your viewers and encourage sharing.

Professional tip: In my expertise, the actual energy of STEPPS lies in combining these parts. For instance, a narrative that evokes sturdy feelings and provides sensible worth is more likely to go viral than content material that solely hits one or two of those factors.

Instance: Let’s say I’m utilizing the STEPPS framework for a product launch marketing campaign. For “Social Foreign money,” I’d create an unique early entry program to make contributors really feel like VIPs. I’d incorporate “Triggers” by linking the product to a well-liked business pattern.

To faucet into “Emotion,” I’d inform a compelling story about how the product solves a real-world drawback. For “Public” visibility, I’d encourage customers to share their experiences on social channels with a branded hashtag.

Including “Sensible Worth” might embrace providing ideas and hacks associated to the product, and at last, I’d wrap all of it up in a robust “Story” to drive buzz and sharing.

9. They Ask, You Reply

They Ask, You Reply is a simple however highly effective strategy to content material advertising and marketing that’s all about transparency and belief.

This framework was developed by Marcus Sheridan after he saved his pool firm from the brink of failure in the course of the Nice Recession by merely answering his prospects’ most urgent questions on-line.

The concept is to deal with the questions your prospects are already asking — regardless of how robust or uncomfortable these questions is perhaps — and do it with full honesty. In my expertise, this strategy builds belief and positions you as a go-to useful resource in your business.

When to Use It

I’ve discovered that They Ask, You Reply is especially efficient if you wish to set up a robust connection along with your viewers and place your self as a trusted authority.

In case you purpose to create content material that resonates deeply with potential prospects and addresses their considerations head-on, this framework is a improbable information.

On the core of They Ask, You Reply are what Sheridan known as “The Massive 5”: 5 matters that each firm must cowl totally and actually on their web site.

1. Worth. Clarify the price of all the things you promote, together with the elements that make that quantity go up and down.
2. ‘Better of’ lists. Give your consumers lists of the highest choices they need to think about when making a purchase order.
3. Evaluations. Present skilled opinions of all the things associated to what you promote—even if you happen to don’t instantly promote it your self.
4. Issues. Brazenly tackle the drawbacks of your services or products. Clarify who’s (and isn’t) match to purchase from you.
5. Comparisons. Provide head-to-head comparisons to assist consumers make an knowledgeable choice.”

Collectively, these matters kind the muse of a content material advertising and marketing framework that may construct a robust connection along with your meant viewers.

Tips on how to Use It

1. Establish frequent questions: Begin by gathering the commonest questions your prospects ask. This might be about pricing, product comparisons, potential issues, and even questions on your opponents. The extra you perceive what your prospects wish to know, the higher you possibly can serve them.
2. Reply transparently: Reply the important thing questions actually and totally. Do not keep away from discussing advanced matters like value or potential drawbacks. Transparency is essential to constructing belief.
3. Create content material round these questions: Use the questions as the muse on your content material technique. Whether or not it’s weblog posts, movies, FAQs, and even product pages, ensure you’re addressing these questions in a method that’s straightforward on your viewers to seek out and perceive.
4. Promote the content material: Make sure that the content material is definitely accessible to your viewers. Share it throughout your social media channels, embrace it in your newsletters, and make it distinguished in your web site. The purpose is to guarantee that when prospects seek for solutions, they discover your content material first.

Professional tip: In my expertise, essentially the most profitable They Ask, You Reply methods are people who actually embrace honesty — even when it’s uncomfortable. Addressing your prospects’ considerations overtly builds belief and helps you stand out in a crowded market.

Instance: Let’s say I’m utilizing the They Ask, You Reply advertising and marketing strategic framework when my gross sales crew tells me that potential prospects are hesitating round pricing. As a substitute of avoiding the problem, I’d create an in depth weblog publish breaking down the pricing construction, explaining why it’s arrange that method, and evaluating it to options.

This transparency demystifies prices and results in extra knowledgeable and assured buying selections.

Understanding how success is measured is essential for choosing the precise framework. Does your organization prioritize metrics like buyer acquisition value (CAC), return on funding (ROI), or buyer lifetime worth (CLV)? Select a framework that helps the metrics that matter most to your group.

For instance, if buyer retention and lifelong worth are key metrics, the Hook Mannequin might show you how to design methods that encourage repeat engagement and long-term loyalty.

4. What’s the advertising and marketing division able to, and what enhancements would you wish to make?

Assess the present capabilities of your advertising and marketing crew. What are their strengths, and the place are there alternatives for enchancment?

In case your crew excels at data-driven decision-making, frameworks like Lean Analytics Levels might show you how to maximize that energy. However, if you happen to’re trying to enhance buyer segmentation and focusing on, the STP Advertising and marketing Mannequin is perhaps the precise alternative.

5. The place would you wish to see essentially the most impression resulting from advertising and marketing efforts, and what’s the best method to make sure that impression?

Establish the areas the place you need advertising and marketing to have the best impression. Is it driving extra certified leads, rising model consciousness, or enhancing conversion charges?

When you’ve pinpointed these areas, search for a framework that instantly helps your goals. For instance, if driving conversions is your primary purpose, the Pirate Metrics (AARRR) framework might show you how to optimize every stage of the client journey, from acquisition to referral.

Selecting the best advertising and marketing technique framework is about extra than simply choosing a well-liked mannequin — it’s about discovering the one which greatest aligns with what you are promoting’s distinctive wants and objectives.

By rigorously contemplating what you are promoting’s priorities, the function of promoting, success metrics, crew capabilities, and desired impression, you possibly can choose a framework that helps your present goals and gives a stable basis for future development.