As I have said already, I became frustrated over many years that managers seemed content with more or less any kind of strategic plan, even if it was an average one. The fact that it looked a little different, even though it might have been no better than average, and often they were just happy to have a plan. So I latched onto the idea that average plans, or even slightly above average plans, simply wouldn’t do. What we really wanted was the “Cunning Plan.” Instead I extolled them obsessively to search for a “Cunning Plan.”