This document discusses the role of account planning in new business opportunities. It covers three main topics: the landscape of new business, the role of planning, and identifying opportunities. Regarding the landscape, it notes most new business wins come from unplanned sources. For the role of planning, it emphasizes collaboration over dictating solutions and the value of being a facilitator. Finally, it advocates for a postmodern approach that adapts planning capabilities to best inform the process and lead with insight rather than fixed answers. The overall message is that planning should focus on understanding client needs and sharing risk through a flexible, team-based approach.