How to create a plan that actually works

To start this discussion, a phrase comes to mind: "Expect the best, plan for the worst, and prepare to be surprised." — Denis Waitley.

And it’s true. I really like this phrase because it perfectly reflects reality when it comes to creating and executing a plan—of any kind: business plan, career plan, commercial plan, marketing plan, life plan… Because no plan is usually executed or turns out 100% as originally intended—at least in my experience. However, that doesn’t necessarily mean we won’t reach our goals.

One of my engineer friends once told me that it was "engineer-ingly satisfying" to see a plan executed exactly as it was created and that he felt frustrated when that didn’t happen—usually in everyday life, not necessarily at work, where he had more control. Obviously, when working with machines, processes, and exact figures, it’s easier to avoid deviations.

From my perspective, planning is absolutely necessary, but it’s also important to know how to adapt to circumstances so that the plan can be adjusted in a timely manner and still achieve the desired outcome. Because that adjustment will happen... And those of us who work with new concepts, innovation, new businesses, and especially people, know that surprises—let’s not call them problems—will always arise and need to be managed. And I’m sure you know how rewarding it is to overcome them.

So, what are the main issues to avoid or resolve to achieve a successful (business) plan?

?? 1. Lack of real market need (42%). Specifically speaking about a new business, startup, product, or service, launching with a "great idea" that only you and your inner circle believe in—without even being the ideal customer—is not a good sign. In fact, 42% of such plans fail because there’s no real market need, and no validation process was conducted.

?? 2. Lack of funds or poor financial management. Misusing financial resources and failing to plan for a sufficient runway to reach and sustain profitability is a classic planning failure. Here, we need to be pragmatic and realistic rather than overly optimistic.

?? 3. Fierce competition or lack of differentiation. We don’t want to be just another player in the market. Standing out against competitors, creating a relevant brand identity, and growing in our target market is essential. Moving away from a "commodity" mindset generates real market value.

?? 4. Strategy and/or execution issues. One of the biggest problems a plan can have is the lack of a solid strategy—or a lack of clarity around it. On the other hand, strategy must align with tactics to prevent execution failures or inaction that could derail the desired results.

?? 5. Unsustainable business model. Too much complexity from the start and the need for excessive resources are red flags for success.

?? 6. External changes or lack of adaptability. Experience helps reduce risks, but risk is inherently part of taking the leap. And that means not everything will be under our control—so we must adapt to keep moving forward.

?? 7. Product or service issues. When our offer fails to meet expectations, doesn’t deliver on its promise, or falls below the minimum standard. (For example, no one wants a fridge that doesn’t cool, right?).

?? 8. Poor timing. Things need to be addressed at the right time. Letting opportunities slip away and delaying decision-making will only prevent us from reaching our goals.

?? 9. Lack of focus. A plan has stages and steps—jumping from one thing to another shows a lack of focus. One of the most valuable lessons I’ve learned over time is the importance of staying focused and being consistent to properly measure actions.

So, beyond just having an idea… Research and ensure feasibility. It’s an essential part of a solid (business) plan. When it works—at least on paper—it can later evolve into a strategy, marketing plan, commercial plan, etc.

So, why do we sometimes jump straight into action? Because we don’t have a plan! That said, let’s not confuse analysis with paralysis. The key is to act quickly—but with a solid foundation.

This is why experience in creating and executing projects and new ideas is such a great strength. Implementing them skillfully helps anticipate adverse circumstances that must be considered. However, it’s the ability to adapt and remain flexible that, most of the time, makes the difference between success and failure.

What do you think?

See you soon! ??