The purpose of “account planning” is to understand how people behave and what motivates their behavior. The premise of Depth On Demand is that these motivations and behaviors are diverse – some people go deep, while others just skim the clouds for tidbits of data and content. All in all, planning has become a “copy of a copy.” We need to embrace new models and toss old orthodoxies.
I was recently invited by the APG of Sweden to talk about ‘the future of planning’. This is the text of that talk – a personal perspective on whether account planning indeed has a future at all. My thanks to all at the APG for the opportunity of catharsis.
The political activist Marcus Garvey once said:
A people without the knowledge of their past history, origin and culture, is like a tree without roots.”
Now ours is not an industry much given to contemplating the past. And it is easy to take the existence of account planning for granted. After all, it has functioned now as a distinct agency discipline for almost half a century. In that time been exported, institutionalized, taught, iterated, segmented, and even celebrated. The story of account planning is a success story.
But if we are to shape the next fifty years, then we must rediscover our radicalism. For we are…
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