How to Lead, 5th Edition

Chapter 6

Build your idea into a plan

All rookie journalists are taught to answer the following questions in the first paragraph of their report: who, what, where and when. But always, by far the most interesting question turns out to be ‘why’.

The key to a great story is also the key to a great plan. Just like a journalist, you need to answer the basic questions: what, why, when, who and how. This is what lies behind each question:

• What? What is your objective? How will you know when you have succeeded? What will be different as a result of your plan? You should be able to state this goal in one short sentence. A simple goal creates clarity and focus. Having six goals means you will miss some and hit others, and gives your team no real ...