How Does Flight Plan Work?

1. The Probe

• Meet with top management to outline and
  document base line situation

• Jointly agree upon areas to be researched
  and validated

• Receive input from key executives to obtain their
   version of current situation and issues

• Review current marketing tools, advertising
   message and customer experience

• Assess organizational structure

• Agree upon topics to be researched

2. The Research

• Identify key (internal & external) stakeholders who
   could influence current situation

• Categorize key stakeholders by functional area,
   customer reach and external perspective

• Conduct one-on-one, confidential interviews with
  key stakeholders to develop a solid cross-functional
  perspective of issues

• Ask identical open-ended questions to each
  stakeholder, interpreting responses with appropriate
  redirect questions for clarification

3. The Analysist

• Summarize, interpret, group and rank
   interview responses

• Analyze results by functional area, customer
   reach and external perspective

• Assess overall organizational alignment

4. The Validation

• Present research findings to executive team

• Highlight results by functional area, customer reach
   and external perspective

• Identify gaps between research and
   current situation

• Discuss research conclusions with executive team

5. The Plan

• Evaluate current strategies and initiatives
   against research

• Identify gaps to current situation

• Outline ideas on how to close gaps

• Present recommendations on how to incorporate
  research findings into your strategic plan and
  other planning models