The document discusses three common "comfort traps" that organizations fall into with strategic planning: 1) Mistaking planning for strategy by focusing on initiatives and financial projections rather than strategic choices; 2) Applying cost-based thinking to revenue planning which fails to recognize that customers control revenues; 3) Adopting self-referential strategic frameworks that focus on internal capabilities rather than customers and context. The document recommends that to escape these traps, organizations should keep strategy statements simple, recognize strategy is not about perfection, and make strategic logic and assumptions explicit.