Closeup sand fly (insect)

Beef Up Your SWOT Analysis.

In my never-ending quest to become the world’s best interpretive planner, I’m constantly evaluating the tools that I use. One of a planner’s most basic exercises is the SWOT analysis, where you take stock of your client’s strengths, weaknesses, opportunities and threats. A staple of virtually all strategic plans, interpretive plans, visitor experience strategies, and …

Mission Statement Checkup: How’s Yours?

Mission statements should avoid vague and lofty turns of phrase like “transforms lives” or “provides hope” or “empowers wise choices”. All planning starts with a mission. From your mission statement flow your vision, your strategic goals, your management plan, interpretive plan, marketing plan… and all of the magical visitor experiences you live to facilitate. Without …