Many marketing efforts start out with the “what”.  For example, you are going to buy a Facebook ad or mail out a sales letter.  But, it better to start with a marketing plan for your Auburn, WA business that addresses the “why”.  The “why” needs to identify the business objectives, a measure of success and a time frame.

https://www.business2community.com/marketing/why-you-need-to-start-with-why-as-you-develop-your-marketing-plan-02261139