Carpenters have an expression "measure twice cut once." It may seem like you are saving time, but in the long run it takes more time, effort and money to fix a cutting mistake than to re-measure.
Usually when I meet with a client they want a new website, brochure or ad campaign. When I start asking questions about their competitive advantage, or an explanation of what they do in a sentence I get blank stares.
To throw money at marketing and advertising without first doing some measuring is a waste. A little bit of planning makes a huge difference.
How do you measure your market?