The Strategic Enema
Unload the future before you go there
It’s rare to see a five-year plan that does not say everything will be amazing when we get there. Most are pretty confident.
Planning brings with it a few issues. Here are a couple.
One is in the future: there can shift. What seemed like an ideal, achievable goal when you started can be less so when you get there. You achieved your sales target but failed to improve your offering. A more evolved version of your product came to market. You maintained share but squeezed profit margin to do so. The final results were well below target.