Every January, businesses like to plan, whether it is part of your yearly business strategy or
this year is the first time.
Budgets get updated. Forecasts are built. Targets are set.
On paper, it all looks productive.
But by March, many of those plans quietly fall apart — not because the numbers were wrong, but because the reason behind them was never clear.
Most business owners know what they want:
- Growth
- Better cash flow
- Less stress
Far fewer can clearly articulate why those goals matter.
And that’s where planning often goes wrong.
When the “why” is unclear, plans become reactive.
Decisions are made under pressure.
Opportunities are chased without alignment.
A clear “why” acts as a filter. It guides decisions when costs rise, capacity tightens, or unexpected opportunities appear. It
helps you decide what to pursue — and what to walk away from.
The biggest mistake we see in annual planning is starting with the numbers.
Don’t get me wrong the numbers are crucial as a measurement tool. But unless you understand why you need to hit those numbers:
- Revenue targets.
- Profit margins.
- Expense cuts.
The motivation to stick to our plans wains.
The better question is: What does this business need to deliver — financially and personally — for the year
ahead to be considered a success?
When the “why” comes first:
- Goals become intentional
- Plans become flexible
- Numbers become tools
Planning still matters.
But purpose is what makes it work.
If you would like to have a chat about your “why” get in touch.