Planning is choosing
A few years ago I heard something that makes more sense day by day, “planning is choosing” should be a mantra.
Ten years ago, I was doing a group work in a planning course. When we were presenting, a group brought a lot of possible ways to solve that problem in the brief we had received earlier and they explained about each one of them. The planner, the guy who was leading the course, asked “what way do you bet?”. A girl that was presenting quickly said “It’s a client’s choice”. The planner again “but you probably have in your mind a better way”. She answered fastly again “but the choice is for the client” and the planner said that words that should be written in rock: “Planning is choosing”.
Choosing is a very complicated mission. Choosing is, at the same time, to elect something and to avoid another thing. When you are planning, choosing a way could be difference between to achieve, or not, a goal. Choosing the cute idea might be the opposite of the necessary to achieve the goal. So, each choice has its responsability.
You can choose without knowing, but you would expose yourself to a big risk. When you know better the available options, the risk is smaller and you have a controlled-risk scenario. So, the research, the investigation, the interviews, are very important. So is the skill to organize so much information, changing these things in a very pratical and easy way. Actually, the whole process reveal importants takeouts, remarcable findings and it estimulates necessary insights. This synapses help to build some possible ways of a plan, but more than that, it helps how to make a suitable choice.
Of course, clients can have a different opinion and the choice leaded by the planning professional can be avoided. But this choice is very important. The planner, or the planning team, is who follow all the way since the brief to the choice’s moment.
It’s why choosing is a burden, but we don’t have to be afraid. Choosing is extremely important, and we, planners, were prepared to make good choices for us, for the agency, for our clientes and for our audience.