A business without a strategy is like a trip to the supermarket without a shopping list.
You end up wandering around aimlessly, putting all sorts into your basket. Then to make matters worse, when you get home you realise you forgot to buy tea bags…
A strategy in business is your big-picture plan, the guiding force that directs your actions toward your goals. Tactics, on the other hand, are the steps you take to execute that strategy. They’re your on-the-ground actions, the daily decisions and movements that drive you forward.
What Exactly is Strategy?
Let’s dig a little deeper.
Strategy is your overarching plan to achieve long-term goals. It’s about setting a direction and making sure every move aligns with your broader objectives.
To develop a solid strategy, you need:
- A clear understanding of your goals and how to measure success.
- Insight into your current situation, including strengths, weaknesses, opportunities, and threats (SWOT analysis).
- An assessment of the resources at your disposal and the risks you might face.
- A practical, adaptable plan that can pivot as circumstances change.
The role of tactics
Tactics are the specific actions you take to bring your strategy to life. They’re about dealing with day-to-day operations and short-term objectives.
For tactics to be effective, they should:
- Break down your overall goals into manageable tasks.
- Be flexible enough to adapt based on feedback and changing circumstances.
- Involve delegation and effective use of resources to maintain focus on key areas.
Examples in action
Consider how these concepts play out in different business scenarios:
- Changing brand perception (strategy) might involve advertising on billboards (tactic).
- A strategy to diversify revenue could see launching new products as a key tactic.
The Risk of tactics without strategy
Diving into tactics without a solid strategy is like cooking without a recipe. You might have all the ingredients, but without guidance, the result is uncertain.
Tactics without strategy can lead to misdirected efforts and unclear outcomes.
Integrating Strategy and Tactics
The best approach is a balanced one:
- Start by defining your business goal, your target audience, and the key performance indicators (KPIs).
- Develop your tactics based on this strategy, considering the specifics of execution.
- Benchmark your current status and plan for measurement to track progress effectively.
- Execute your plan, continuously monitoring and adjusting as needed.
Avoiding Common Mistakes
In executing strategy and tactics, watch out for distractions like new, unproven tactics, getting lost in details, or sticking to failing plans due to sunk costs.
At Snap, we understand the delicate balance between strategy and tactics. Our approach is to help you navigate the marketing landscape, ensuring your business not only sets ambitious goals but also achieves them with precision and flair. Email to get in touch.
Pictured: Tom Le Sueur
