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"WHEN THERE ARE TOO MANY PLANS, THERE IS ONE PLAN TOO FEW": THE ESSENCE OF FOCUSED BUSINESS STRATEGY

"WHEN THERE ARE TOO MANY PLANS, THERE IS ONE PLAN TOO FEW": THE ESSENCE OF FOCUSED BUSINESS STRATEGY

In the world of business, strategy is the cornerstone of success. Yet, paradoxically, organizations often fall into the trap of over-planning. The desire to anticipate every possible outcome can lead to an overwhelming array of strategies that dilute focus and hinder execution. When there are too many plans, there is one plan too few! This principle underscores the importance of clarity, prioritization, and disciplined execution in crafting an effective business strategy.

The pitfall of too many plans

Organizations often pursue multiple strategic directions simultaneously, hoping to capture as many opportunities as possible. While this approach seems logical, it often results in inefficiency, misalignment, and a lack of progress. Trying to address every potential risk or opportunity can lead to:

  • Diluted focus: When attention is spread thin across too many initiatives, teams struggle to achieve meaningful results in any single area.
  • Resource wastage: Time, money, and energy are finite resources. Overextending these resources on numerous plans leads to inefficiencies and prevents high-impact investments.
  • Execution paralysis: Competing priorities create confusion, delaying critical decisions and weakening overall performance.
  • Effective strategy is not about doing everything but about doing the right things well. Clarity and focus allow businesses to align their efforts, simplify communication, and allocate resources where they are most impactful.

General principles of focused business strategy

A focused business strategy ensures that every action taken serves the organization’s overarching goals. To achieve this, businesses should adhere to these principles:

  • Define a core purpose: A clear mission helps align all strategic efforts. Ask: what is the one thing we must accomplish to succeed? Every plan should support this goal.
  • Prioritize effectively: Not all opportunities are worth pursuing. Businesses must evaluate initiatives based on alignment with long-term objectives, potential return on investment, and feasibility.
  • Maintain adaptability: While focus is essential, flexibility allows organizations to pivot when market conditions change. The ability to adapt ensures relevance without losing sight of the core strategy.
  • Simplify communication: A clear and straightforward strategy can be communicated across all levels of the organization. When everyone understands the plan, execution becomes streamlined.
  • Measure and adjust: Define key performance indicators (KPIs) to track progress and identify areas for improvement. Regular reviews ensure that the strategy remains effective over time. 
Case study: Kodak's overextension and decline missed opportunities (Krause, 2023) Kodak, once a titan of the photography industry, serves as a striking example of the dangers of losing strategic focus and failing to adapt. From the 1970s through the 1990s, Kodak dominated the film photography market, holding over 80% of U.S. market share at its peak. However, the company’s inability to pivot from its profitable legacy business to embrace disruptive innovation ultimately led to its decline.

In the 1970s and 80s, Kodak sought to maintain its dominance in film photography while exploring new technologies, including digital imaging. Rather than committing to a single strategic direction, Kodak spread its resources across multiple initiatives. This scattershot approach created confusion within the organization and hindered its ability to lead in any one area.

Number of photos taken each year (Good, 2011) Despite inventing the world’s first self-contained digital camera in 1975, Kodak failed to capitalize on this groundbreaking innovation. Engineer Steven Sasson, who developed the digital camera at Kodak (Dunn, 2009), later recalled that company leaders dismissed the invention as “cute” but feared it would cannibalize their lucrative film business. This hesitation allowed competitors such as Canon and Sony to take the lead in digital imaging, quickly capturing market share that Kodak could have owned.

One of Kodak’s most perplexing failures was its inability to leverage its vast portfolio of over 1,000 digital imaging patents. These patents represented significant intellectual property that could have established Kodak as a leader in the digital photography revolution. Instead, they were underutilized and eventually sold during bankruptcy proceedings in 2012 for $525 million (Skillings & Kerstetter, 2012) - a fraction of their potential value.

Kodak’s leadership also misjudged the pace of consumer adoption of digital technology. They assumed the transition from film to digital would be gradual, failing to foresee how quickly consumers would embrace digital cameras and later smartphones as the primary tools for photography.

Perhaps the most poignant element of Kodak’s story is its role as the inventor of the digital camera, a technology that transformed the industry and ultimately contributed to the company’s demise. While Kodak’s competitors embraced digital innovation, Kodak clung to its profitable film business, hoping to delay the inevitable disruption. By the time Kodak attempted to adapt, it was too late. The company filed for bankruptcy in 2012, marking the end of an era for a once-iconic brand.

 

Applying the lessons of focused strategy

Kodak’s story is a cautionary tale but also a rich source of insight for today’s businesses. The principles of focused strategy can help organizations avoid similar pitfalls:

  • Commit to innovation: Embrace disruptive technologies, even when they challenge existing business models.
  • Adapt to consumer behavior: Monitor and respond to shifting market trends with agility and foresight.
  • Align resources effectively: By directing people, time, and finances toward a unified goal, organizations can achieve greater impact and improve execution outcomes. 
  • Simplify decision-making: A clear strategy eliminates ambiguity, enabling faster and more confident decisions, especially in times of uncertainty.
  • Build resilience: Focused businesses are better equipped to navigate market disruptions, adapt to evolving conditions, and stay aligned with their purpose.
  • Adopt agility: Embrace agile frameworks to respond quickly to emerging trends while maintaining a clear vision.
  • Scenario planning: Anticipate multiple future outcomes to stay ahead of disruptions. 
  • Stakeholder alignment: Ensure all leaders and teams support the company’s strategy to avoid internal resistance.
  • Invest in future growth: Prioritize resources toward high-potential areas rather than clinging to legacy systems.

Final thoughts: the power of focus

In strategy, as in life, less is often more. A single, cohesive plan, executed with discipline and supported by aligned resources, achieves far more than a dozen competing ideas. The wisdom of "When there are too many plans, there is one plan too few" reminds us that clarity and focus are the foundation of success.

The general principles of strategy—defining purpose, prioritizing effectively, maintaining flexibility, and simplifying communication—are timeless. Kodak’s story vividly illustrates the risks of overextension and the costs of failing to prioritize what matters most. Despite holding groundbreaking technology, Kodak’s hesitation to fully embrace digital innovation resulted in missed opportunities and an inability to adapt.

For businesses navigating today’s complexities, the lesson is clear: focus on what drives long-term value. By concentrating efforts on a unified vision, aligning resources, and adapting with purpose, organizations can build lasting success in an ever-changing world.


About the author: Max van Aalst, owner of DAY1 Consultancy, is an expert in business transformation and strategic leadership. Specializing in areas such as strategy consulting, organizational change, and risk management, Max has a proven track record of helping organizations navigate complexity and achieve sustainable growth.

With experience as both a consultant and manager, Max focuses on aligning strategy with execution, fostering cultural adaptability, and driving results. Through DAY1 Consultancy, he empowers businesses to transform challenges into opportunities, ensuring success in a dynamic world. 

Bibliography

Dunn, S. (2009). Steve Sasson, national medal of technology and innovation. Retrieved from National medals: https://nationalmedals.org/laureate/steven-sasson/ Good, J. (2011, sep 15). How many photos have ever been taken. Retrieved from 1000 memories: http://1000memories.com/blog/94-number-of-photos-ever-taken-digital-and-analog-in-shoebox Krause, C. (2023, Sep 27). Case Study: Kodak’s Downfall—A Lesson in Failed Digital Transformation and Missed Opportunities. Retrieved from CDO Times: https://cdotimes.com/2023/09/27/case-study-kodaks-downfall-a-lesson-in-failed-digital-transformation-and-missed-opportunities/ Skillings, J., & Kerstetter, J. (2012, dec 19). Kodak sells its imaging patents for $525M. Retrieved from Cnet: https://www.cnet.com/tech/tech-industry/kodak-sells-its-imaging-patents-for-525m/