Owning and running a successful business requires taking risks at every step of the way. Playing it safe can protect your business at every turn but it’s not going to help your company grow. Yet while you should be taking your business to higher levels, you should equally guarantee you’re protected along the way. This self-protection comes in the form of a trusted marketing backup plan. Your backup marketing strategy is the foremost way to ensure your company is protected in the event of sudden business fluctuations, marketing changes, and cultural shifts. So while backup plans secure the future of your company, it is important to not become reliant on one.