The Plan to Win

The purpose of the Plan to Win (PTW) is to achieve organizational alignment around the revitalization. It puts the purpose, promise, actions and performance metrics on a single page

A key means to realize global alignment (Rule 6), one that McDonald’s used, is a Plan to Win (PTW), divided into three sections which in turn tie back to the authors’ 6 rules. Section 1 covers the brand direction and highlights two components, the brand purpose (a major contributor to the realization of Rule 1: refocus the organization) and the brand promise (a major contributor to Rule 2: restore brand relevance). Section 2 covers brand action and therefore relates to the five action Ps that form part of Rule 3 (reinvent the brand experience). Section 3 covers brand performance and therefore ties in with Rule 4 (reinforce a results culture). It states the metrics and especially the measurable milestones of the revitalization campaign.

In global companies such as McDonald’s it is important that all regional leaders align with the PTW. There can be no opting out, based on purported overwhelming regional differences. Different regions may indeed have different metrics but the implementation of common metrics and measurable milestones will include cross-geographical research and design of a compromise.