It is risky. Probably the most significant reason is that stating plans in terms of decisions frequently requires an executive to take a personal stand on an important and controversial issue. In other words, it can often make or break a career. All of us can call to mind people who have staked their careers and reputations on major strategic recommendations—for example, T. Vincent Learson leading IBM into digital computers, and William Donaldson opening DLJ to public capital.