A common belief is that planning is an inefficient use to time and resources. This is backed by the assumption that thinking strategically takes time and that a strategic plan is a one off document that is placed on the shelf once complete, both myths and misconceptions. The truth is that businesses are making strategic decisions every day by deciding what they sell, to whom and how. However, without making a conscious decision to ‘do strategy’, the numerous daily choices businesses make generally have no coherence to them. This leads to inefficiencies and a disconnect across business units which creates long-term organisational dysfunction.