The plan is the bridge the hero must cross in order to arrive at the climactic scene. Rocky has to train using nontraditional methods. The plan tightens the focus of the movie and gives the hero a “path of hope” to walk that might lead to the resolution of trouble. Not having a plan is a guaranteed way to confuse your customers. After potential customers listen to us, they’re all wondering the same thing: What do you want me to do now?

All effective plans do one of two things:

• Clarify how somebody can do business with us.
• Remove the sense of risk somebody might have if they’re considering investing in our products or services.

Once you create your plans, give them a title that will increase the perceived value of your product or service. Your agreement plan might be titled the “customer satisfaction agreement” or even “our quality guarantee.”