What is it about a business plan that makes it effective?
Gerber: The essence of a business plan that always works is that it’s not first and primarily about creating a business. Instead, it’s about what you want. The question you have to ask yourself is, “What do I want?” If that’s not driving it, then it becomes an empty process. What do I want? That stops me from externalizing the process and making it an exercise in creating objectives. Internalize this and make it a truly personal question.
