Plans are Useless, but Planning is Critical

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Partner & Chief Creative Officer
Jul 6, 2022

The web development and digital marketing worlds are in a constant state of change. The velocity of that change is only increasing, so it’s logical to assume planning in the face of constant, unrelenting change isn’t effective nor really needed, right?

That couldn’t be further from the truth.

Accepting the fact most plans become outdated the second you finalize them (due to the seismic changes occurring today), the exercise of collaborating, forecasting, resource mapping, feasibility analysis and breaking the program into functional work breakdown estimates remains more important than ever.

Former U.S. Secretary of Defense Donald Rumsfeld said these words at a press conference in 2002 in response to a question about weapons of mass destruction in Iraq, but could’ve just as easily been talking about web engineering efforts “…there are known knowns; there are things we know we know. We also know there are known unknowns; that is to say we know there are some things we do not know. But there are also unknown unknowns — the ones we don’t know we don’t know.”

No matter how detailed you plan, there are always unforeseen challenges. Having a general framework/methodology in place is critical to successfully managing the unexpected. By constantly planning and preparing for the unexpected, our program teams are better positioned to navigate whatever comes our way. 

Because “plans are useless but planning is critical”.

Contact us today to discuss your next digital marketing, website redesign or custom web software development program.

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