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.