Roger Martin, professor emeritus at the University of Toronto Rotman School of Management, shared in a 2023 discussion:
“If you plan, that’s a way to guarantee losing. A comprehensive plan—with goals, initiatives, and budgets–is comforting. But starting with a plan is a terrible way to make strategy. If you do strategy, that gives you the best possible chance of winning. Developing strategy means going outside an organization’s comfort zone and escaping the common traps of planning. Strategy is an integrative set of choices that positions you on a playing field of your choice in a way that you win.”