As mentioned earlier, the most fundamental weakness of most corporate plans today is that they do not lead to the major decisions that must be made currently to ensure the success of the enterprise in the future. All too often, the end product of present-day strategic-planning activities is a strategic plan period. Nothing really new happens as a result of the plan, except that everyone gets a warm glow of security and satisfaction now that the uncertainty of the future has been contained. Unfortunately, warm feelings do not produce earnings or capture market share. Neither do graphs of five-year earnings projections, gap charts, or complex strategy statements.