You know it... it's the same rule of Fight Club...
The first rule of marketing is to NOT talk about marketing.
Instead - execute... do... go...
And marketers market - successful marketers, that is, and this means we don't use our marketing plan to do our marketing.
Planning is strategic and necessary because we don't spontaneously move toward a common goal without direction or trajectory. But the plan is NOT the content of what we are marketing.
Keep that in mind every time you see, "We are committed to..." and "Our values are..." and "We are #1 in..."