Business Plans That Don’t Suck – Because We’re Allergic To Boring
“No plan survives contact with the enemy” has been attributed to various military leaders over the years but the phrase was first coined by Helmuth von Moltke, a Field Marshal and well considered 19th c. war strategist.
Actually, what he wrote was:
“Kein Operationsplan reicht mit einiger Sicherheit über das erste Zusammentreffen mit der feindlichen Hauptmacht hinaus.”
Which, interestingly, actually translates to:
“No operational plan can extend with any degree of certainty beyond the initial encounter with the main enemy force.”
This is often quoted as some kind of sage and wise insight into the business start-up world, but it could be applied at any stage of a business. However, what a lot of the ‘gooroos’ miss is the second half of Field Marshal von Moltke’s statement:
“Nur der Laie glaubt in dem Verlauf eines Feldzuges die konsequente Durchführung eines im voraus gefaßten, in allen Einzelheiten überlegten und bis ans Ende festgehaltenen, ursprünglichen Gedankens zu erblicken.”
For those without a working knowledge of German (like myself), Google translates as:
“Only a layman believes that the course of a military campaign represents the consistent implementation of an original idea conceived in advance, considered in every detail, and adhered to until the end.”
This is the oft-missed bit of his wisdom that clarifies that initial assertion: that whilst you can have a plan, just sticking to it no matter what is not a good strategy. You need something more adept, something that responds to local conditions. The much more abbreviated and visceral version I prefer is: adapt or die.
And we’re the living embodiment of that, right? If humans are (due to evolution) the species who adapted to change and survived, then neurodivergence is in there too. Because if we were a cognitive evolutionary “dead end,” then surely there wouldn’t be as many people with a neurodivergence, if any?
I contend that not only are we adaptable: err, hello, masking? We’re also ultimate survivalists, and I would even go so far as to theorise that without neurodivergence, Grok and Lek would still not have figured out they gotta “bang the rocks together, guys.” (50 sparkles to anyone who knows where that quote is from?)
The ND brain is a brain in motion: thinking, processing, listing, asking, reviewing, ruminating, digesting, ingesting, vibrating, seeking. Meditation? Really? Me, in a darkened room with a candle, trying to turn off the gushing torrent of raw thoughts? It’s like being jacked into the full internet experience, mainlining fibre optic arrays. It’s a full-time job just keeping up, and you’re never keeping up with it all. Something has gotta be forgotten, now where did I put tha…
…You shut down one fire hydrant and the next four appear; the hydrants are like hydra — they never stop looking at you and pointing in your direction 24/7, full-on, non-stop. It’s like a game of Bop It where you can never put it down, never turn it off, never hand it to another person: “THINK IT,” “DO IT,” “SEE IT,” “STOP IT,” “NOOOOO!” Endless cycles, running round, sometimes accompanied by a looping brainworm of a song, or a quote, or a stupid jingle.
Which are the worst, some cuntpany with shit ethics and a shittier product but somehow they’re managing viral brainworm CIA level jingles that once you pop it, you can’t stop it… over and over and over, looping endlessly, like running downhill too fast, your brain just about keeping your legs under you, but one stumble and the jig will be up. But never fear, another ‘jig’ will just replace it, at some point. Or a ballad. Or worse still, a fecking Oasis song. At the time of writing it’s a Sabrina Carpenter song, Please, Please, Please that is ruining my sanity, just that bit of it where she swears…. and the chorus… over, and over, three days now… Please, PLEASE, PERLEEZE FUCK THE FUCK OFF! It’s like being held in a dark site prison torture cell where the music nevers stops, this one, ruddy song…
Another Example: Raye’s Where Is My Husband? A tour de force of songwriting, performance and skill. Each time I listen, sublime. But it’s like musical mould: it spreads into every waking corner of my head. Sitting on the loo, humming tunelessly, and suddenly realising it’s not as tuneless as I had first thought. Trouble is, I am no songsmith, so I have this generic, off-brand, budget Temu version of said song rambling on round my brainium, crashing into every other thought and destabilising the entire lot.
So you’re constantly rushing round behind this train of carnage like a parent chasing a toddler in a department store’s chinaware section.
SIDEBAR: Are they still a thing? China departments, not children. Do department stores exist anymore? Do I go out, ever, anymore? I think that metaphor is the writer’s metaphorical equivalent of a “candelabra”. Something from a bygone era, a quirk of time and place. If you don’t know what a candelabra is, stop here…
Sod it, lets try: Teasmade, hostess trolley and The Generation Game – if you’re currently “no sale”, blank staring at those words, cursor spinning endlessly, failure to boot necessary images, then stop, go back intrepid traveller.
My entire lexicon of social touchpoints are anchored in pre-revolutionary Britain in the 1970s, and my writing style is more bloody reportage from the field. I’m like an Eye Spy with swearing. Your correspondant de guerre, writing from the front lines and the mean streets of the Bordogne, Mid-Gammonshire.
This tangent was a bit of an epic detour to get to my point… (and somehow my ADHD was never noticed as a kid… go figure).
SFX ::record scratch::
“AND THE POINT OF ALL THIS IS, STUART?”
Thank you, yes; … and like battle plans, business plans need flexibility.
THE CROWD GOES WILD. HE GOT TO THE POINT…
But it is not only flexibility, your strategic thinking needs flexibility and adaptability; best summed up: What got you here, won’t get you there.
THE CROWD STANDS: APPLAUDS WILDLY; roses are thrown, and Stuart is cheered out of the building on the shoulders of his fellow humans, all pleased and thankful that he returned to the main thread of this weird blog on business plans for neurodivergent brains.
Often when I am looking at businesses it’s not the numbers I am really reviewing. The numbers are a scorecard, a way to keep a tally of wins and losses. Something tangible and fixed that can be easily measured, and then various levers deployed to course-correct. All of that is doable, but the key question; do you have the person in front of you who can do it?
No, it’s the person that I am reviewing, assessing if they can be flexible and not ego-driven and rigid in thought and action not just their business plan, those can be altered with the stroke of a keyboard. Ironic that an autist with his own routines and rigour is assessing others, some of whom may not be “on the spectrum” for those traits. But being aware of these internal foibles, I can quickly probe the individual about their own flexibility in what their business does.
You have to get out of your own way. You have to see that your ONLY goal is revenue generation, full stop. If a better plan comes along, even if it is not your 100% original, created-all-by-you plan, but it will perform better, then you need to be flexible enough to revert a position or re-evaluate your direction. Too much hubris has cost companies billions in missed revenue and lost opportunity.
A CONCLUSION (of sorts)
Therefore I will conclude (see, told you) with this: as a micro business, with possibly only one employee, keep things flexible, especially at the outset. That means you have to keep things simple. Have one product or service initially. Test it. Get feedback. Iterate. Adapt. Change. Pivot. You will also be up against your own energy reserves; when rejection hurts, RSD is real, and PDA can crater your productivity at a moment’s notice.
Over the years I have had all sorts of “plans.” Nowadays my plan is a couple of paragraphs at best. It’s also more of a life goal or guiding principle as well, and it can be summarised as: “spend more time with good people doing the stuff you love.” Doesn’t sound like much of a plan. No; granted, it is short on the finer details, but more than makes up for that with flexibility.
Over the years I have often failed to answer the question “what do you do?” I even tried to summarise it in a one-man play and overran by an hour. I have done a lot, and a lot of it is a means to an end. A direction of travel, a use of my skills, time with my special interests, a way to earn without the burnout. I continue to stay flexible, adaptable and open to the possibility that I may not know it all. But, and here’s the killer takeaway:
I now trust that I have a process, and if left alone with a clear brief and appropriate (but not necessarily over-abundant) resources, you’ll be happy with the result.
Which could be summarised as:
“I know shit, and get shit done.”
That needs to be on a t-shirt.
Also, I think that might be the answer I have been looking for as the answer to “what do you do?”
“Stuart Morrison
Shit Mitigation.”
Of course, if you are stuck for the answers to, “what do I do?”, “how do I do it?” and any other business “shit” like that, get in touch. We’re here to help and signpost business stuff as much as ND issues. Let us know what your one-page business plan is, we’d love to champion your business!
Final Note:
Hopefully this blog post delivered on being “allergic to boring” – if you want some dynamic ideas and ways to get to where you’re going get in touch, let us help you say bye bye to boring in your business…



