Al Ries and Jack Trout said it best in their book Bottom-Up Marketing: “Managers who plan from the top down are trying to force things to happen. Managers who plan from the bottom up are trying to find things to exploit. Top-down managers chase existing markets. Bottom-up managers look for new opportunities. Top-down managers are internally oriented. Bottom-up managers are externally oriented. Top-down managers believe in long-term success and short-term losses. Bottom-up managers believe in short-term success and long-term success.” Which one are you and why?