Q. How many business plans have you written, referenced, and adhered to?
A. More than me.
For whatever reason, the 10+ page business plans never clicked for me - and it wasn’t for lack of caring or effort. I would spend hours contemplating how to do what, for whom, and when. And yet, the plan never resurfaced for the rest of the year. Matter of fact, this supposed all-important document was tucked away and all but forgotten.
Business planning was especially painful if I didn’t have a “good” year (our industries version of the hedonic treadmill that says every year we should beat the year before for the rest of time.) Insert eye roll here.
Maybe you know the feeling?
Why business plan at all if it makes you feel worse?
Why waste time and effort if it doesn’t drive daily behaviors?
Because it’s “work theatre.” 1
It looks like work. It feels like work. And everyone does it. Even if the impact hasn’t been realized - ever.
As if the work theatre wasn’t enough, there’s an even worse by-product.
As we plan our activities, our brains get micro-hits of dopamine telling us, “Good job. You did it.” However, you haven’t really moved the needle on anything. No actions have been taken. Behaviors remain the same, and you begin to spin in some sort of warped real estate hell whereby you work really hard and never make progress.
Sound familiar?
If traditional “business planning” doesn’t do it, what does? After all, we need to be intentional, on budget, and strategic.
Here’s what’s worked for me. It’s something I adapted from Marty Nuemeier’s book, “The Brand Gap.” It impacts every fiber of my business, and it’s only three questions;
Who am I?
What do I do?
Why should it matter to other people?
The question I use daily is the third one - with a slight revision.
I repeatedly ask, “Will this matter to my people?”
Who your people are and what you do well are questions for another day, but if your messaging doesn’t matter to your people, it’s noise. If it doesn’t deliver what you’re known for, it’s more advertising to ignore.
Using this question as a filter keeps me focused on what’s most important - them.
One question business planning? Maybe.
For me, less is more.
Give it a shot. Try it on. See if it drives you the way it does me.
Thanks to the guys at the Optimal Agency podcast for giving me some new vocabulary. They’re on a mission to help you “own your life,” which is something I can get behind! Give them a listen if you’re a podcast junkie like me!
Would love to hear what moves the needle for you. We're all different, but your comment or idea may spark something in someone else..feel free to chime in.
Oh golly - "work theater" - right on the money!