ZOOM Media

There’s No Such Thing as a Marketing Plan

The Power of Being Flexible, Nimble, and Adaptable in Business.

Being flexible

If there’s one thing I’ve learned over the years, it’s this: the plan is never the plan. You can have the best strategy, the most organized schedule, the most beautiful creative—and then the market shifts, a client pivots, or a campaign flops. And that’s not a failure. That’s the work.

As a business owner and marketing professional, I’ve learned that being flexible isn’t just a survival skill—it’s the lifeblood of an organization.

Being flexible doesn’t mean being aimless. It means listening, adjusting, and trusting your instincts. It means recognizing when to hold steady and when to zig when everyone else zags. The ability to adapt—gracefully, strategically—is what separates those who stay relevant from those who fade.

Your audience? They change—their needs, their attention spans, their platforms. What worked last quarter might flop today. Flexibility allows you to test, learn, and evolve—without burning out or doubling down on a strategy that no longer serves.

So yes, have your goals. Plan your campaigns. Build your brand with intention. But leave room for the unexpected. That’s where the magic—and the growth happens.

Here’s to building smart, staying open, and leading with courage and curiosity.

—Janet

Haas School of Business Graduate Joins ZOOM Media

UC Berkeley’s Haas School of Business graduate, Adam Osterdock, joins ZOOM Media as Director of Business Development where he focuses on the integration of social, digital, and print media implementation in marketing campaigns. He rejoined ZOOM directly after graduating from Haas School of Business, where he earned the Cal Alumni Leadership Award and represented UC Berkeley at multiple international business competitions. In his spare time, he volunteers by teaching workshops at the local community college on small business development and business-case analysis.

Adam will help develop ZOOM’s programs to navigate our clients changing needs in a COVID-19 world. His approach is comprehensive and unique to each client.

Please join us in welcoming Adam to ZOOM Media with a shout-out, or contact him directly at Adam@zoommedia.agency or (925) 478-9009. Adam brings a world-class education and fresh perspective to the team and to the Sacramento region.”

Janet Osterdock, President and CEO

This is the way we do business!


Manish Khurana, Chief Information Officer at Clinica Sierra Vista contacted me recently about Epic Referral optimization project. Manish had a backlog of approximately 20,000 physician referrals that were about to expire and needed help communicating this information to patients. A few hours later, I joined Manish and his team for a videoconference to assess the situation.

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