Hide behind it. Companies love diving into spending countless hours developing research and data to prove that they’re right. Like comfort food: It makes you feel good. Okay, according to this data, you’re right. Now what you going to do about it. Most decide to spend more countless hours developing a Huge strategy. The Bigstrategy that takes forever. Years. Why not try a little strategy, throw it out there to see if it sticks? This way, you don’t waste a lot your time/money and most importantly, forget about your customers.
Planning is okay only if you know the outcome, But what company knows the outcome?