In 2010, I wrote an article about how to do account planning. For the 25th episode of Sweathead, I thought I'd read it to you and add a little extra context (but not too much).
Over 90,000 people have read this article. The accompanying drawing has appeared in all sorts of places - CVs, presentations about strategy, business plans.
And while I promise to re-write it and make it, you know, decent writing at some point, that didn't stop me from wanting to read it to you.
Here it is: