Why is it that we often think of an old adage when faced with a new challenge. Perhaps it's because most adages have gained credibility over time, and are considered to be true. In reaching marketing objectives, it's vital that team members develop a collective will. When there is agreement on the chosen campaign, combined with a dedication to implement the strategy — the program has a good chance of producing the desired results. Without these components, it's like to flounder. As in flop. Of course, it's always good to use Shakespeare as a reference point. Even today.