Market Focused Strategic Planning

Many strategic plans are plans in the making, not plans in fact. A plan in the making can be many things, some of them very useful, but it is not a plan that is guiding everyday decision making. A plan-in-fact does that. It states the company's strategic goals in appropriate business terms and extends them throughout the company's daily life. It is self-auditing and self-correcting. It informs decision making throughout the organization.

It can do these things for two fundamental reasons. First, its high level goals are stated in terms of the company's market, not its operations. Second, the maintenance, monitoring and execution of the plan occur in a self-sustaining, rhythmic process that is perpetually measured against the company's evolving strategic objectives. Such a plan is a living thing, directing every activity that has even medium term implications for the future. Once adapted, such a plan quickly eliminates the usual phenomenon of apparently sound operational decisions that turn out to conflict with long term goals.


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