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Showing posts from October, 2017

The general public, you say?

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In the last blog post, I talked about "audience" as being one of the critical factors in figuring out your business/organizational strategy. Understanding your audience is so important that it's worth spending time on the difference between primary and secondary (or tertiary, etc.) audiences.

 To begin, can we agree to get rid of the term "general public?" It's a lazy short form that we often use when we think we want market to everyone, hoping that it will resonate with someone.

The problem with this approach is that when we think of the general public, we're really thinking about a faceless blur of people. What we're really saying is that we don't know our produce or service well enough to know who can benefit from it. We're really saying that we haven't done our homework.

Let's consider an example, pretending for a moment that we run a daycare service and have space for a few more children. (A silly example. Who's ever heard o…

Strategy vs tactics

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How often have you walked into a meeting to discuss strategy only to find your team debating the value of brochures over radio ads or pop-up displays and website content?

The team whips together products that they believe will achieve their (usually unarticulated) goals only to deplete the budget without getting results.

"Is this really what strategy is all about?" you might well ask.

We're going to spend a few weeks talking about strategy in a way that we hope will help you get really comfortable staying away from tactics and helping your team members grasp big-picture thinking.

Let's start with defining what strategy is -- and what it isn't.

First, from the Oxford Dictionary, strategy is a plan to achieve a long-term goal. It is not the detail, which would be set out later in an operational plan. It is high-level. It is the "how" or approach you'll take to achieve that goal or goals. It's figuring out whether you're travelling by air, pub…