Dwight Eisenhower famously posited “Plans are nothing. Planning is everything.” It’s true. Here’s a corollary: Plans are temporary. Planning is permanent.
Plans matter. But they can – and will – change. We are now able to track, to test, to optimize more efficiently and effectively than ever before. And we must account for market forces that are providing new challenges and opportunities at increasing rates. For technology that offers consistently new ways to do things. For consumers who are constantly exposed to new bright, shiny objects.
What is permanent is the thinking that goes into creating the plans. The questioning. The reasoning. The prioritizing. And while conclusions should never be set in stone, the act of planning builds a strong foundation for insight and understanding. A foundation that can evolve with the next round of rigorous analysis.
As I wrote last week, when the possibilities are endless, priorities are essential. Plans tell you where to go – what possibilities to tackle now. Planning should focus on bedrock – providing a deeper understanding of why you should get there.
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