Planning @50: What is its future?

This article is part of a series of articles marking the 50th birthday of planning. Read more.

As media and products move into a pragmatic era of real test and learn, where a 'Minimum Viable Product' (the most pared-down version of a product that can still be released) mindset leads product and campaign development, so must strategy and planning change to facilitate this or be irrelevant. It's all about working assumptions and hypotheses a culture where it's understood that there are diminishing returns on certainty and it's seen as idiotic not to progress when you are 70% or 80% certain.