Right on, Jon! I have seen a few authentic, heartfelt, effective documents and so many cookie cutter faux plans.

When approached with authenticity — including feelings of anxiety and uncertainty — the process of writing a business plan forces founders and teams to do two important things: (1) make decisions about what is important and (2) articulate those decisions in language that others can understand. Clarity reduces anxiety, even if the clear message is: “Were in trouble and need to paddle like hell!”

Skip any of those two parts (important decisions + clear articulation) and the resulting plan is garunteed to be a futile work of fiction.

Thanks, Jon, for continuing to include both of those messages in your mission as well!