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Our
philosophy is that Business Planning should emphasize strategic
thinking over strategic planning, clarity of purpose over vision,
measuring results over activity, and investing in people over
a market, technology or business. This approach is reflected in
the Business Planning Workbook that encapsulates all of the preceding
Lab to Market Process concepts. Another point is that a business
plan should serve a useful purpose to direct, guide and promote
achievement of goals, not viewed as an end unto itself. Many successful
executives use the plan as a leadership, communications, and performance
tool to set and manage expectations. Moreover, truly innovative
executives get their customers involved in developing the plan
so as to promote ownership, communications, future purchases,
and loyalty. Under our process, business plans must achieve “credible
mass” in that the value proposition must be validated or
proven in the market with actual customers. This serves as a “forcing
device” to guard against unsound ventures.
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