In 1996, new to one of the world’s largest public relations firms, and nearly a decade into his career, John Armato realized that if someone asked him to, he couldn’t look them in the eye and provide an unhesitating definition of “goal,” “objective,” “strategy,” and “tactic.”

Can you?

Five years later Armato was asked to develop a professional development presentation for his colleagues. So he wrote down everything he’d been observing and learning from others about those four concepts.

Now, more than a decade later, John has presented Anatomy of a Plan across the country and internationally for countless colleagues and clients and they have called it “… the single best presentation on plan writing that I’ve seen in my career” and “… far and away the clearest, most valuable training on strategic plan development that I had ever attended.”

And he hasn’t stopped studying and writing down what he’s learned about strategic plans along the way.

Designed for PR, marketing and communications staff members; brand managers; and anyone involved in strategic planning, Anatomy of a Plan offers something for both newer staff and communications veterans. Anatomy of a Plan ends unnecessary confusion and replaces it with practical insights.

“Anatomy of a Plan will help you write strategic plans that your colleagues will actually understand, your boss will actually read, and your clients — internal or external — will actually buy. ”
— John Armato