The Fairy Tale Business Plan

Once upon a time …

Every day … the world did these things, in this way. It had these problems and this opportunity.
One day … we had this idea, we created this solution, we developed this advantage.
Because of that … we have this business model. We have this sales & marketing strategy.
Because of that … our competitors will do this. And we will do this.
Until finally … we all make money like this.

… and will live happily ever after.

In his book To Sell Is Human, Dan Pink discusses the Pixar Pitch and Emma Coats’ summary of Pixar’s secret story formula: once upon a time…