Quality over quantity. An 80-page tome will gather dust. Hit the growth, people, and process goals of your business and keep it simple.
Align to your business model. Not all plans are created equally. Are you differentiating based on value? Innovate. Low cost? Drive efficiency. Is profitability based on costs of customer acquisition? Focus on service.
Update annually. Your plan is a living, breathing framework. Keep it relevant and opportunistic.
Make it actionable and measurable. Get stuff done and check regularly against milestones. Choose a few key metrics like Customer Spend, ROI, profitability, and new business win rate to gauge success.