Focusing on the destination and not the journey – Caton
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Focusing on the destination and not the journey

The value of a business plan lies not in producing it, but in using and acting upon it. Yet the majority of business owners get hung up on the destination identified in their plan – the ultimate objective which they are aiming at over the medium to long term – but fail to address the path they need to take to reach that destination. Many business plan authors fail to start up their project at all because they neglect to work out how and where to commence their business journey. Too many also fall into the style-over-substance trap which focuses on what they want their business to look like rather than what they need it to do, and the steps they need to take along the road to their destination.

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