How to Eliminate Ready, Aim, Aim and Aim Syndrome

 

The failure of strategies is most often not the result of poorly conceived strategies but rather the result of poor implementation.”

— Alan Weiss

Every year, countless firms spend weeks perfecting their business plans and growth strategies—yet, by mid-year, little has changed.

A managing director recently shared her frustration with me:

“We’ve got the strategy. We’ve got the plan. But by March, we’re back to old habits.”

Sound familiar?

This is what I call Ready, Aim, Aim and Aim syndrome—always planning and refining, but never pulling the trigger. The strategy is often fine. It’s the execution and lack of consistent action that holds us back.

If you want to break the cycle, you need simple, repeatable marketing actions that keep your pipeline full and your momentum high.

Here are four proven marketing tactics that top professionals use to create meaningful connections, generate consistent referrals, and turn strategy into results:

1. Client Experience Events

Move beyond “client appreciation” to value-based experiences that combine social connection with professional insight.

Host a quarterly breakfast, wine tasting, or cooking class—but include a short segment on a timely topic like risk trends, business growth, or leadership lessons. Invite your top 20% of clients and their business associates.

The beauty of these events is their flexibility: you can host them in-person, virtually, or in a hybrid format. It’s a natural, low-pressure way to meet new prospects and deepen existing relationships while creating natural touchpoints to expand your network.

2. Client Advisory Councils

Your best clients are your best source of feedback—and new opportunities.

Create a small council of 8–10 top clients and influencers. Meet twice a year (in-person or via video conference) to discuss your service, market changes, and where you can add more value. They’ll give you insights you can’t buy—and introduce you to people you’d never reach otherwise.

This approach accomplishes multiple goals: you’ll receive valuable feedback on your services, generate quality referrals, and deepen relationships with your most important clients. Plus, clients appreciate being asked for their input—it strengthens their commitment in your success.

3. Insight Lunches

Forget the traditional “Lunch & Learn.” Today’s clients want real conversations, not presentations.

Host a small “Insight Lunch” or “Business Growth Roundtable” for 6–8 people. Pick a topic your clients care about—cyber risk, AI, or leadership succession—and invite them to bring a guest. You don’t have to be the only speaker. Partner with an industry expert or complementary firm to make it richer and more memorable.

Whether you host these in person over lunch or virtually over coffee, conducting them monthly keeps you top-of-mind and positions you as a valuable resource.

Pro tip: Record virtual sessions and share them on LinkedIn afterward to extend your reach.

4. Signature Events

Signature events help you stay top of mind with prospects in your pipeline.

They don’t have to be large or expensive—just distinctive. A guided art tour, wine tasting, or economic briefing with an expert panel can work wonders. Co-hosting with a partner firm expands your reach, credibility, and audience—while giving you fresh opportunities to follow up.

Host these quarterly and invite both prospects and clients, encouraging them to bring a guest. These experiences create positive associations with your brand and give people something worth talking about. In our digital-overload world, unique in-person experiences stand out even more than they did a few years ago.

Implementation Is Everything

Ideas don’t create growth—consistent action does.

To turn these tactics into results:

Pick one to implement within the next 90 days

Assign ownership and schedule it

Follow up with every guest and introduction within 48 hours

Connect on LinkedIn, send a personalized note, and schedule a next step while the interaction is fresh

Review results quarterly and refine

To execute these tactics successfully, you need just two things: quality clients and influencers who value your work, and the commitment to follow through.

The antidote to Ready, Aim, Aim and Aim syndrome is simple: take action.

Start with one tactic this month. Even if your first attempt isn’t perfect, you’ll learn and improve. The key is consistency—and consistent action always beats perfect planning.

Challenge yourself: which of these four tactics will you implement before year-end? Your 2026 pipeline will thank you.

So stop aiming. Pick a target. Pull the trigger.

You’ll be surprised how quickly momentum builds once you start.