Strategy – Many Want to By-Pass this Step But at What Cost?
The definition of strategy is “a plan, method, or series of maneuvers or stratagems for obtaining a specific goal or result: a strategy for getting ahead in the world.”
Who doesn’t want to obtain their goal or desired result? Who doesn’t want to get ahead, be first, lead the way and show everyone how what they are offering or providing can enhance something or, better yet, give someone a solution to a challenge they thought could not be met? I thought that I would write about this most important aspect of creating a campaign, project assignment or plan—as so many are fearful that this integral step is not an actionable result when budgeting for a marketing plan. The marketing business has always had to work hard to find analytics and metrics to show results in order to substantiate its importance. I saw an article today that said, “American Consumers have been positively influenced by the fact that Ford did not take the government bailout like the other “big” auto makers.” I am sure that when they made that decision—not only did they create the strategy of how they were going to move forward—they strategically decided that they were going to go straight to the people and begin to speak to them to build back their trust and respect.
Lots of people see what’s going on, especially right now with the availability of so many tools in the world of social media and technology, and decide to dive in. Some invariably see some success but many don’t and become disappointed and non believers. This goes for the traditional side of things too! Most people want what they believe to be action. The definition of action is “something done or performed; act; deed.”
Funny thing about this topic is that beginning with a strategy IS an action! In many cases, you are collaborating with a group or team of people to get something done. You are creating a plan that will make sure the goal, or ultimate desired result, will be attained successfully. In discussion with one of our partners here, it was said that so many people don’t relate the idea of strategy to an action. That’s what is difficult to explain to people: why they should not by-pass this important step in every process—big or small.
As I thought about it and looked at the definitions of action and strategy, I realized that (for me) the two work hand in hand. Now that, in of itself, sounds like a winning strategy to me! Let us know what you think and how you approach the importance of strategy, as opposed to delivering your customers perceived need for action.
Best Nicole
