I was reminded of the importance of Commander’s Intent when speaking with a colleague yesterday.  He handed me an operating plan for a marketing campaign and wondered, ‘why aren’t we making any progress?’  I reviewed the document and questioned if he had motivated and professional staff working on the execution.  He raved about their skills.  I then pointed to a one line-items and said, ‘perhaps you can allow them more flexibility to complete the project.  In his enthusiasm to write the plan he had provided ever detail, down to the shopping list at the office supply store.

The book, Made to Stick, by Chip Heath and Dan Heath was one of the first to introduce me to the idea of Commander’s Intent.  A military philosophy that basically boils down to a commander ordering his team to ‘take that hill.’  Commander’s role is over besides monitoring the status of his order.  It is up to the field officers to determine the best strategy.  If they want to storm the hill, use artillery, parachute, or surround it, the tactical choices are made by those on the ground.  Strategy comes from the command but execution is left to those who will carry it out.  

It is always a slippery slope assessing where the line between planning and managing exists.  Sometimes it is helpful to ask, am I asking for the hill to be taken or telling the troops what route is best?  If you have hired and trained the best individuals, commander’s intent provides direction without suffocating creativity.