A Plan Is Not a Strategy

A comprehensive plan—with goals, initiatives, and budgets–is comforting. But starting with a plan is a terrible way to make strategy. Roger Martin, former dean of the Rotman School of Management at the University of Toronto.

A Plan Is Not a Strategy

Planning

  • You control costs.
  • You’re the customer.
  • It’s comfortable. 🙂

Strategy

  • Actual customers are the customer.
  • You don’t control them.
  • You don‘t control revenues. 😬