What is the future of planning? Thinking as doing. 

This video created by Redscout points to the future of planning, where the role of planners will be less to only PLAN and more to activate and DO. It’s not simply about sitting behind a computer, pumping out slide decks. It’s only through the doing that a planner is really engaged, proving the power of the plan by tying it to something tangible and useful: a new product, a digital tool, a book, a work of art. Planners today are creative and productive, changing the discipline for the better.

The lingering question is whether this happens within the agency model or among the entrepreneurial start-ups coming out of planning. Does planning need an evolution? Or a revolution?

Paul Woolmington of Naked introduces the idea that the field is quite organic. He states that here is a huge opportunity in account planning being in “constant beta”, able to adapt to today’s consumer needs and new media. Robin Hafitz and Douglas Atkin point optimistically to those planners who are taking their skills to entirely new places beyond communications and into consulting or entrepreneurialism.

It certainly is interesting stuff. Take a look.