Summary
Planners have an uneasy relationship with chance. The very word 'Planning' implies a logical process thought-out in advance. Any thinking done backwards is sniffed at as being post-rationalised - a cardinal sin.
But that isn't how things happen in real life. Whether in advertising or in fields like science, a lot of the great discoveries have been made by embracing fortunate happenstance. Remember how Alexander Flemming invented penicillin?
Modern planners must be able to work like this, marrying stable, long-term thinking with agile responsiveness.
They must be grounded in logic, but alert to serendipity.
This paper tells the...