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WE SUBSCRIBE to a free marketing newsletter in which the author tells us he intends to lose 20kg.

After only six weeks, he’s halfway there. He says it’s easy if you commit yourself to a plan.

In our view, he’s overlooking another important ingredient - sustaining the plan.

Have you ever noticed how you can introduce new ideas to a business and within weeks your staff revert to the old systems? Sustaining change is the hard part.

It takes a nano-second to make a change but a lifetime to sustain it. I must drop a line to my marketing mate, in five years time, to see whether he managed to keep off that 20kg. That will be the real test.

He’s very determined; I think he’ll succeed.