But I think it requires more than just making statements. It should be exactly what they are trying to achieve. I don’t know how to make them understand that.
Yes, you're right about that. Is the problem that they don't actually know how to plan? Because that's a serious weakness. Or is it that they don't know what a 'quality plan' is or should be? If the latter, I'd translate it into terms that work for them. eg, your 'new menu plan' or 'new product line plan' or some such.
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