Unwillingly allowing planning to seep into the strategy phase and usurp the throne for which it is not fit, simply because we understand the language it speaks: numerical, traceable, proportional. Nevertheless countless thought leaders have preached to the four winds that projections, trends, forecasts, estimates or otherwise any quantifiable components of business are not strategy. One of the foremost recognized authorities on strategy, Roger L. Martin, states in this book A New Way To Think that “creating great choices requires imagination more than data”.