IN THIS SUMMARY
In Plan B, David Kord Murray contends that one of the worst problems in business is the failure of detailed strategic plans that have taken a great deal of time and money to develop. The problem is exacerbated by the accelerating pace of change in business. Murray argues that valiantly sticking to a well-thought-out Plan A is a road to disaster. The greatest success comes to those who can construct and implement an adaptive Plan A that has the means of evolving into a superior Plan B by responding to problems, discoveries, changing market conditions, and the competition. Businesses are fairly good at short-term predictions, but in a rapidly changing business environment, even the best laid plans will eventually go astray. Business plans must take into account the limited ability of humans to make predictions, and they must be constructed to alert business owners when it is time to make changes.