No plan survives contact with the enemy

The U.S. Army, a planning think tank if there ever was one, knows this better than anyone. Every manoeuvre, action, and reaction is mapped out. But there is one drawback. The moment the first shot is fired, the plan can fall apart. “No plan survives contact with the enemy.”

This thought and headline is from one of the most interesting books I have read, Made to Stick by Chip and Dan Heath. It stuck because it applies far beyond war.

In most marketing departments, an effective “marketing” plan is often just a collection of numbers and celebrity names. The size of the hoarding. The TRPs of the show. The fanbase of one crore attached to a Bollywood or cricket idol. All of it fortified with a 30-second TV spot. It looks impressive on paper. It feels safe.

But battles are won on the battlefield, not in war rooms miles away.
Campaigns are won in the real world, not in conference rooms.

The market is the enemy you have to meet. Competitors will not move according to your timeline. Customers will not behave according to your flowchart. The unexpected will always show up.

A plan is important. It gives you a starting point and a sense of direction. But the real skill is in adapting once you make contact. The faster you can read the field, adjust your moves, and respond to what is actually happening, the more likely you are to win.

The war room can set the tone. The battlefield decides the outcome.