To start or run a business without a business plan is like taking a ship to sea without plotting a course: either one can end in disaster. The APT Principle: The Business Plan That You Carry in Your Head plots your course for a safe and successful voyage. It is a diagnostic toolbox that enables you to conceive, write, and most important, to stick to a business plan. Too many business owners put off writing a plan because they think the process is too complicated. Even those who have written a plan often file it, never to be seen again. This is the phenomenon of business plan avoidance and it leads to the sorry spectacle of an organization that lurches from one crisis to another. The APT Principle tackles this problem - lack of a plan or ignoring a plan - and inserts into the process the most important missing element: a paperless set of guidelines that you always carry with you - in your head. It is a set of tools that breathes life into your business plan. Conversational in tone and laced with humor, The APT Principle is written by a businessman and lawyer, who has started and sold successful businesses. APT stands for Attitudes, Practices, and Technology. According to Moran, everything - EVERYTHING - that happens to a business, both good and bad, is a function of one of these three things.