How not to Plan: 66 ways to screw it up

Words are the tools we use to bring our ideas to life. Great strategies are useless if we can’t express and sell them to creatives and clients with pithy, evocative words that crackle with energy. In our experience, the best planners always choose ‘the best words in the best order’.

Market research overestimates people’s resistance to change and boldness, and underestimates ‘herd effects’.

as Andrew Ehrenberg and Byron Sharp have shown, markets are much less segmented than people think. We all use a repertoire of brands – Waitrose shoppers pop into Lidl too – so all category brands compete with one another to some extent.