In business as in life, we try to control the future by making (business) strategies and (marketing) plans. But most of the time, things turn our differently, don’t go as planned. And then we fall back on improvisation.
Improvisation always is our very best alternative. We improvise when something unexpected happens; we improvise because we have forgotten to take certain influences into account; we improvise when people behave differently than we expected.
The best leaders, the best managers, the best professionals are not those that excel in analysis and making plans and strategies, but the ones that fully master and exploit their improvisation skills.
And, by the way, improvisation is also a very useful approach to living one’s life.