I’ve been thinking a lot lately about how we approach business strategies. Let’s talk about “The myth of the perfect plan,” “Why strategies are like blueprints,” and “Executing with precision.” These concepts sound rock-solid, right? But here’s the thing: in today’s ever-shifting landscape, no plan survives without a little flexibility.

The myth of the perfect plan

In business, we often hear about the importance of having a solid plan. There’s comfort in knowing exactly where you’re headed—goals, timelines, tactics—all mapped out like a perfect road trip. You plot the best route, know where to stop for coffee, and even pick out the perfect playlist. But what happens when the weather changes unexpectedly? One minute, it’s sunny and smooth sailing. The next, you’re caught in a downpour or hit by a surprise detour.

No matter how well you plan, the unexpected will happen—and this is where flexibility becomes essential. In business, just like in life, the key isn’t predicting every possible outcome. It’s about being prepared to pivot when things don’t go according to plan.

Why strategy shouldn’t be set in stone

Back in business school, strategy was often taught as a formula—set goals, build a plan, and stick to it. The idea was that if you built a strong enough plan, success would follow. But in reality, markets shift, competitors make bold moves, new players enter the market, and—let’s not forget—customers change their minds faster than we can keep up. (Thank you, TikTok, for making trends mainstream.)

You can’t always see these shifts coming. I’ve seen businesses spend months creating detailed strategies, only for new trends or competitors to disrupt their plan within a year. When you’re overly committed to one rigid approach, you risk wasting time, money, and missing new opportunities that could keep you competitive.

A perfect “historical” example is BlackBerry. They stuck to their original strategy—focusing on secure email and physical keyboards—convinced that their customers wouldn’t want touch screens. When Apple launched the iPhone, BlackBerry’s refusal to adapt to changing demands was the beginning of the end for them. The lesson? A great plan can quickly become irrelevant in a dynamic business environment.

The key to success is flexibility

Success in today’s market isn’t about having the perfect initial plan—it’s about being able to pivot when necessary. Flexibility is the difference between businesses that survive and those that thrive.

Let’s consider a common goal: increasing revenue. Imagine two approaches:

A business decides to increase revenue by sticking to one marketing channel—let’s say Google Ads. They invest a significant portion of their budget into these ads, even though returns are slowly diminishing, and customer acquisition costs are climbing. But because this was part of their initial plan, they stay the course, hoping things will improve. Months later, they’re still seeing lackluster results, and a large portion of their marketing budget has been wasted.

Now, contrast this with a business that also aims to grow revenue, but they work with a marketing mix. They allocate resources across several channels: Google Ads, social media campaigns, email marketing, and partnerships with local businesses. As the campaign progresses, they notice that social media is driving higher conversions at a lower cost. Instead of sticking to their original plan, they shift more resources into social media and email campaigns while scaling back on the less effective channels. The result? Revenue grows steadily, and they avoid wasting time and money on a single channel that’s not pulling its weight.

Flexibility allows businesses to test and adapt their marketing mix based on real-time performance. The more channels you explore, the more chances you have to find what works. Which approach would your business take?

Building a flexible strategy: Planning for multiple scenarios

A flexible strategy isn’t just about having a backup plan—it’s about preparing your business for whatever comes your way. Here are four essential elements to build flexibility into your strategy:

  1. Have a clear vision, but loosely defined tactics
    Your vision should stay clear—know where you want to go. But the tactics—the how—need to be flexible. For instance, if your goal is to expand your customer base by 20%, don’t lock yourself into one method like traditional advertising. You might experiment with different channels: social media campaigns, partnerships, or content marketing. By keeping your tactics adaptable, you can shift gears as new opportunities or challenges arise.
  2. Plan for multiple scenarios
    When you create a strategy, don’t rely on a single “ideal” plan. Instead, map out different possibilities—what happens if your best-selling product underperforms? What if a new competitor enters the market? Planning for different scenarios ensures that when things don’t go according to plan, you have backup options ready. Think of it like having an umbrella in your car—you may not need it, but when it rains, you’ll be glad you have it.
  3. Embrace feedback loops
    Constant evaluation is critical to a flexible strategy. Regularly gather data, analyze it, and adjust your tactics based on what’s working and what’s not. This could be as simple as monitoring social media engagement or tracking website traffic through tools like Google Analytics. The faster you can spot trends and adjust, the more resilient your business will be. Successful businesses don’t wait until things are falling apart to make changes—they refine their approach continuously.
  4. Let data drive your pivots
    Data points should be the foundation of your flexible strategy. These data points themselves don’t need to change, but they’ll give you clear signals of when it’s time to pivot. For example, running A/B tests can show how customers respond to different messaging, products, or even pricing models. If option A outperforms B, you’ve got a clear direction. But if neither option is effective, the data might suggest exploring option C. User engagement metrics, conversion rates, and customer feedback provide the insights needed to make informed shifts without guessing or relying on gut feelings.

Final thoughts

Remember that outline from the beginning? Here’s what we set out to cover:

  • The myth of the perfect plan
  • Why strategies are like blueprints
  • Executing with precision

But did you notice how those titles evolved into:

  • The myth of the perfect plan
  • Why strategy shouldn’t be set in stone
  • The key to success is flexibility
  • Building a flexible strategy: planning for multiple scenarios

And yes, we added one more section along the way! If you noticed, well done. If you didn’t, don’t worry—you’re in good company. I tried to set up a structure for this article before actually diving in, and what did I notice? I had to change it along the way. Flexibility isn’t just a useful strategy—it’s essential for success.

Homework (Yes, Really!)

How flexible is your current strategy? Take a moment to evaluate whether your business is ready to pivot when necessary. Are you actively testing different approaches, collecting data, and adjusting tactics? If not, it’s time to hit the whiteboard. The next time a shift hits, you’ll be glad you planned for it. Flexibility isn’t just an option—it’s your key to long-term success.