Thesis

What format should a thesis be in? I was reading an article about Maggie Rogers:

From Billboard: Behind the viral storm, in other words, was a multidimensional person. A terrified one. So to reclaim what the internet had flattened, Rogers turned to the blueprints she had drafted while in school. She founded her own imprint, Debay Sounds, and brought a bound copy of her 20-page final thesis -- a business plan that went so far as to outline potential brand partnerships -- to label meetings. She also wrote her own contract, one in which she licensed her music to Capitol but retained ownership over all of her masters. “From a strict business perspective, the Pharrell video gave me enough leverage to say, ‘These are the terms, who wants to do the deal?’” she says. “I was a 22-year-old woman who got to walk into a boardroom and be the one in control.”

So it sounds like the thesis that was required of her was a business plan. Now why don't we write business plans too, alongside the theorectical thesis? This would make the BA, MA, or PhD with a whole lot more use than just academia, but then probably wouldn't require having to go to the level of PhD.

What alternative formats are there for a thesis?

Should I be writing a PhD Thesis, or some other form of writing, research, plan?