The title really doesn't mean what you think. In a BusinessWeek - Innovation of the Week podcat ( also on iTunes), Randy Komisar discusses the premise of his book Getting to Plan B: Breaking Through to a Better Business Model in which he says that the first business plan ("plan A") envisioned by the vast majority of startup companies doesn't work out. He advocates that entrepreneurs accept that they try their plan "A" and be prepraed to quickly accept it didn't work out as planned and be ready to quickly move on to "plan B". He says he uses "plan B" only that it is something else (something smarter) based on what was learned from plan A. Plan B doesn't necessarily imply a less attractive alternative, just another alternative which is probably better. He gives several examples of companies which failed to be profitable on their plan A and had to adapt quickly.
Here's a link to Randy's book:
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