Commander’s Intent

I assume you’ve read Made To Stick? This piece reminded of Chapter One, specifically the portions about Commander’s Intent.

“Colonel Kolditz says, “Over time we’ve come to understand more and more about what makes people successful in complex operations.” He believes that plans are useful, in the sense that they are proof that planning has taken place. The planning process forces people to think through the right issues. But as for the plans themselves, Kolditz says, “They just don’t work on the battlefield.” So, in the 1980s the Army adapted its planning process, inventing a concept called Commander’s Intent (CI).”

This approach to marketing is difficult to explain to non-marketers because for decades, we’ve come to expect long-winded marketing plans. But you hit the nail on the head.