
This is specially true for very dynamic/chaotic business areas.
Her recommendation for dynamic/chaotic business areas:work with an adaptive strategy, using small experiments(in similar spirit to eric ries's "lean startup").
The title is absolute, but the text qualifies it: "1) conventional approaches and planning don’t work when you’re trying to get into new spaces"
They also say Stop presuming you can be right in a world of massive uncertainty. I doubt you disagree with that.
I can see how you could interpret the title as implying that "planning is a waste of time"; but that's not what the text says. 37Signals have said they deliberately choose provocative positions for their titles. I can understand you not liking it, but why judge the whole by the title? Personally, I automatically qualify it with "plans are useless but planning is indispensable" (because it makes you look at the issues.)
Incidentally, the link is to a book by MacMillan and McGrath that's being launched this year (not an article): Discovery-Driven Growth: A Breakthrough Process to Reduce Risk and Seize Opportunity. Maybe you're thinking of their 1995 paper of similar name "discovery driven planning". When I read that paper a few years ago (via "The Innovator's Dilemma") I found the details in the paper not very helpful; but the basic idea of an experimental approach was brilliant: (1) work out what you don't know, and (2) make a plan for finding out (instead of a plan for achieving something, that presumes you already know.)
Such a plan is "a plan to improve". And this gives a different interpretation to the title (quoted from Macmillan and McGrath BTW): "the only plan is to learn as you go."
Anyway, your flag has succeeded, so someone agrees with you. I'm disappointed, as it's throwing the text out with the title.
