A dynamic strategic plan sets your business up to successfully respond and adapt to change. In contrast, relying on a static, rigid, or outdated plan can leave you struggling to handle both internal shifts and industry evolution.

By conducting a comprehensive strategic planning process and creating a standard procedure to regularly review plan elements, you can help your strategic plan remain relevant and effective over time.

Adaptability empowers your organization to seize opportunities, mitigate risks, and maintain a competitive edge, ultimately driving sustained success in an ever-evolving environment.

Leverage the Strategic Planning Process to Become More Adaptable

Strategic plans sometimes have a negative reputation for being rigid, outdated, or overly theoretical. However, when approached thoughtfully, the strategic planning process itself can be a powerful tool to anticipate changes and respond effectively to new challenges.

Spot Emerging Trends

Creating a strategic plan often involves conducting an analysis of strengths, weaknesses, opportunities, and threats (SWOT).

This exercise not only helps you assess your company’s current position but also sheds light on potential trends or risks that could affect your industry. By identifying these early, your business can prepare for change rather than react to it.

Define Your Core Purpose

A well-crafted strategic plan starts with a clear articulation of your business’ purpose. Think of it as your guiding star—it keeps your team aligned and focused on the company's most critical goals, even when market conditions shift unexpectedly.

Stay Attuned to Customer Needs

Strategic planning provides an opportunity to deeply understand your customers’ needs. Engage with your customer base through surveys, focus groups, or data analytics to gather meaningful insights.

Even if you can’t address every need immediately, this knowledge will inform priorities and enable you to pivot effectively when market dynamics demand it.

Measure and Monitor Progress

Strong strategic plans include measurable goals and key performance indicators that track progress. Regularly reviewing these metrics ensures your business stays on course and quickly identifies areas needing adjustment.

This proactive approach transforms your strategic plan into a living document that drives continuous improvement.

Build a Decision-Making Framework

The foundational elements of a strategic plan—your mission, vision, and core values—serve as a decision-making lens for evaluating future opportunities. When considering new initiatives or investments, ask questions like:

• Does this align with our long-term vision for the business?
• Is this the right fit for our mission and scope, or could another organization or competitor execute it better?
• Does this reflect the values that define our brand?

By embedding these principles into your decision-making process, your strategic plan becomes a practical guide for navigating uncertainty and driving sustainable growth.

How to Course-Correct and Update Your Strategy

Another key factor to consider is how to course-correct if you determine that elements of your strategic plan are no longer relevant. The following practices can help to ensure that your strategic plan continues to serve as a useful guide for your company.

Update Your SWOT Analysis

One way to ensure that your plan reflects internal and external changes is to revisit your SWOT analysis. Whether you update this analysis quarterly or annually, this practice can form the basis for important leadership discussions about what’s changing in the market and how that’s impacting your business.

Questions to Ask about Internal Operations

• Have there been any major shifts in our leadership team or employee base?
• Do we have any new products or services? Alternatively, are we retiring any products or services?
• What are our financial trends?
• Are there any major risk areas (reputation risk, financial risk, operational risk, strategic risk, etc.) that have significantly shifted?

Questions to Ask about External Factors

• Have there been changes in the general or local economy that are impacting our work?
• Have there been changes in the political, legislative, or regulatory space that are impacting our work?
• Do we have any new or different competitors?
• Are there other areas of external risk—environmental/natural disaster risks, production or shipping risks, etc.—that have significantly shifted?

Review Your Strategic Plan Each Year

Strategic plans and any associated operating plans should be reviewed on at least an annual basis. During this review, your leadership team should evaluate the following questions:

• What has shifted in our market or industry since we last reviewed the plan?
• What has shifted within our organization?
• Do we need to adjust any of our big-picture goals or priorities?
• Are there any emerging opportunities or initiatives that we should incorporate into our plan?
• Is there anything on the horizon that might significantly impact our work?

Ideally, this review process should take place in advance of organizational budgeting so that it can inform financial decision-making.

Determine if You Need to Conduct a Full Plan Update

If there have been major changes across multiple areas of your strategic plan, that’s a good indication that you may need to revamp the entire plan rather than making smaller adjustments.

While well-developed strategic plans should be relevant for at least a three to five-year period, there are occasions when significant internal or external changes require a full shift in your organizational strategy.

However, this should be the exception to the rule, rather than a standard practice. If you find yourself regularly overhauling your strategic plan, that’s a sign that you may be creating a plan that is overly narrow or rigid.

Strategic planning isn’t about predicting the future; it’s about preparing for it.

By grounding your business in a clear purpose, using the planning process to gather key data points, regularly reviewing the plan elements, and embracing the concepts of adaptability, your plan can help you succeed in a rapidly evolving marketplace.

When Could a Strategic Planning Consultant Help?

Your organization should consider engaging a consultant if you want support navigating the planning process.

Strategic planning can be time-consuming, and a skilled facilitator can create a streamlined process that engages participants, reducing the drain on staff resources, and effectively synthesizes needs and ideas into a unified plan.

What to Look for in an External Partner

When selecting an external strategic planning consultant, look for experience in facilitating planning sessions, a proven track record of successful outcomes, and the ability to conduct thorough environmental scans.

Verify the consultant can effectively communicate with and engage stakeholders throughout the process.

The right consultant will work with you to develop a tailored planning process that suits your needs, timeline, and organizational culture and results in a plan that can move your company forward.

We’re Here to Help

To learn more about developing a strategic plan that supports long-term success for your organization, contact your Moss Adams professional.

Additional Resources

• Strategic Planning Services
• Strategy & Operations Consulting Services