|PLANNING - Step 4 - Mapping the Attack|
|06.03.00 Metrics and Framing.|
Budgeting tends to allocate and manage resources on a micro scale, framing at a macro level. Rather than talking about a campaign budget we talk about the campaign frame. Budgeting assumes we work in a predictable stable environment. Framing assumes we operate in an unpredictable, volatile environment. Budgeting hampers the ability to improvise and adapt. Framing allows maximum agility. Budgeting is driven by quantitative measurements. Framing is driven by human, subjective interactions.