When I use the words strategy and planning, people often think of long, boring meetings in poorly ventilated rooms with fluorescent lighting and a suspended ceiling. "Can't we talk about inspiring videos?" Sure. But without a plan you're shooting hail in the dark. Waste of your time and money.

“You give a presentation with lively gestures and full of energy. The room hangs on your every word. You include them in your story and it feels like it is happening in the here and now. You speak actively and in the present tense. "The team is solving the problem." Instead of 'the team solved the problem.' Applause! As you walk off stage the audience chants: 'We want more, we want more!'

“Just have a pizza and a Coke!” You are on holiday and in the restaurant you are presented with a menu in a foreign language. The food will probably be great, but with a margherita pizza you at least know what you're getting.