It could be time to revisit the boilerplate copy that once described your company's mission and after years of complacency may now be off message, writes Christopher Ryan. "The core of a marketing plan is the diligent hours that you spend with your team analyzing your product and service in the marketplace and formulating your unique competitive position," Ryan writes. "Any potential client, investor, partner or journalist should be able to read [your copy] and quickly grasp what you do, whom you do it for, and why you're the best at it."