Lesson on Business Plan vs. Strategy

I’m a big fan of Chick-fil-A. In fact, you could call me a raving fan. But it’s not just about the food — it’s the whole experience that keeps me coming back. From the warm “my pleasure” to the fast, efficient drive-thru, Chick-fil-A has mastered more than just making great chicken. And the results speak for themselves.  

In 2023, Chick-fil-A’s non-mall locations averaged $9.4 million in annual revenue, more than twice McDonald’s $4 million per location. That kind of success doesn’t happen by accident—it’s the result of a smart strategy focused on delivering an exceptional customer experience. 

Building service contractors (BSCs) can learn a lot from this approach. Around this time of year, many companies start planning their “strategic” retreats. But often, these sessions devolve into planning meetings because there's confusion between what constitutes planning versus strategy. 

Planning Isn’t Strategy 

Planning is about setting goals and organizing your next steps — things like reducing turnover, opening a new branch, or launching training programs. But without a strategy, even the best plans can fall flat. Planning helps you accomplish tasks, but strategy ensures you’re focusing on the right ones that will truly move your business forward. 

What Does Strategy Look Like for BSCs? 

Strategy goes deeper than just checking off a to-do list. It’s about making choices that position your business to win. It’s the “how” and “why” behind your actions that give you a competitive edge.  

For BSCs, strategy might mean focusing on specific customer segments or markets, or investing in technologies that enhance the customer experience. Strategic choices like these ensure you're not just working hard but working smart toward long-term success. 

Why Planning Alone Can Fall Short 

Planning can feel satisfying — it gives you the sense of progress by organizing your budget, expanding into new regions, or hiring more people. But without a clear strategy, these steps are like filling a leaky bucket. The key question is: How do these actions fit into a bigger plan that leads to sustainable growth and market leadership? 

Turning Planning into Winning Strategy 

To avoid falling into the planning trap, focus on thinking strategically. Instead of asking, “What should we do next?” ask, “How will this help us win?” A strong strategy doesn’t need to be overly complex, but it should be laser-focused on choices that set your business apart from the competition. 

Just as Chick-fil-A’s success is built on a strategy that creates a loyal following through great experiences, your organization can thrive with a thoughtful strategy that guides every action. By understanding the difference between strategy and planning, you can lead your company with clarity and purpose — turning routine tasks into steps toward lasting success. Now is the perfect time to think bigger, focus sharper, and set your business up for a thriving future. 

Jeff Carmon, CBSE, is the Business Development Director at Frantz Building Services. He is also a consultant, content creator, and speaker for Elite BSC, which provides resources and education for like-minded BSCs.