Here we are in the fourth quarter of the year, meaning it is strategic planning time again. Notepads and pencils, laptops and spreadsheets ready?

For many businesses, next year looks to be challenging because of the turmoil in the financial markets impacting businesses in both the world capitals and on town square. How does one plan for next year? What contingencies should be planned for? How should one create goals, action steps, expectations and outcomes when the business world seems to be based on a foundation of quicksand? When the future is uncertain we all have to be ready for many different possible scenarios and be nimble enough to be able to take advantage of opportunities or to change quickly if conditions become adverse. Yet the future will happen whether we are ready or not, so start by asking questions -- lots and lots of questions.

A way to get the creative planning juices started is to ask questions starting with the phrase, "Wouldn't it be great if... (fill in the blank)." But I'll just put in, "Wouldn't it be great if we could increase market share because our competition is cutting back their marketing."

Now dig a little deeper. Ask a number of related follow-up questions.

"How can we get that Acme account that we've been trying to get for years? What do we need to do to attract their business? What changes do we need in our product or service or pricing or timing to earn it? What will we need to do to our fulfillment capability when we do get that account? Will we need to add to our inventory? Who will head up each project? How will we know whether to pursue an account or drop it and go on to another?" Ask, ask, ask, ask!

The answers can give you insight, focus, direction and still more questions that lead to action steps -- a timetable, a budget, and a plan for the year complete with goals, expectations, accountability, incentives and metrics.

That's what you get if you don't settle for the easy answers. All you have to do is keep asking.

Opinions expressed solely are those of the writer. Larry Galler, of Larry Galler & Associates, is a marketing and management consultant for small and mid-size companies. For more information or to get his free report, "Tolerations driving you nuts? Eliminate them now!" contact larry@larrygaller.com or call (219) 464-9463.