Planning is a Means to an End, Not the End Itself

In a world of sophisticated data analysis tools, it is a common failing for marketing people to confuse the plan with the result. They fall into the trap of "analysis paralysis," spending so much time planning that they never get on with the doing.

Planning is not the end goal. Action is.

The Purpose of Planning:

The purpose of planning is to:

1. Make success more probable.
2. Provide clear direction for the work that must be done.
3. Focus the energy of the organization.

The Link to Execution:

A plan is an abstract exercise unless it is directly tied to execution.

• Plans seldom work unless the people involved in developing them are also intimately involved in their implementation.
• The only good plans are those that target commanding positions and then form the basis for the concrete actions required to achieve that result.

Planning can become an obsession and an avoidance mechanism. It is worthless if it is not directed at achieving a specific, tangible outcome in the marketplace.