What is strategic planning?

The only question I get asked more than “How can I become a planner?” is “What the hell do you actually do?”

I usually say something along the lines of “I help brands solve achieve their goals by creating solutions that are rooted in a deep understanding of their customers.”

Here’s another definition, from the blog How we move:

My job is to first find out as much as I can about the brand and its consumer to understand what will make people fall for the brand offer.

Read the rest of the post here…

What else have you heard/said/written? Anyone else out there have a good explanation of what we do?