Know-How Exchange : Strategy

Dear Ceciliamarieward,

If you're moving from point A to point Z, with point Z being waaaay over there, over the hills and far, far away, your objective is how you're going to get from point A, to point B, and thence to point C, and so on.

With your ultimate aim being to arrive at point Z.

With me?

Objective-wise, SMART is a good way to go: (Specific Measurable Attainable Relevant Time-bound) and thanks here are waaaaay overdue to Peter Drucker.

But note well, dear heart: that as well as being SMART, remember to make space in your plan to be DUMB: (Doable, Understandable, Manageable, Beneficial).

This means asking lots of questions: How can we be this? How can we create that? How can we make it so? What do we do if X isn't there?

And so on.

But, and I've found this is to be critical. For every question you ask along your merry way you MUST have an answer that helps you move on to your next objective, regardless of whether it's SMART or DUMB. If the answer you come up with does not allow you to move forwards, it's not a constructive answer, so it needs to be struck from your plan and replaced with something that IS constructive.

Does this make sense?

That way, every effective point becomes a bridge over your particular River Kwai, whatever that river may be. No bridge, no crossing. No crossing, no progress.

With me?

Spend time getting this right and your plan can't be faulted.

Do NOT cheat and think you can JUMP across any of your rivers, because in all probability, you'll wind up with a soggy backside. And make your bridges as strong as possible. They must be fireproof, foolproof, and simple to construct, BUT STURDY ENOUGH to take your heaviest guns.

For instance, if your objective is to open five areas, break this down into mini objectives (bridges), each one tied to the next, with no further progress allowed to get to point 2 until you've hit point 1, and so on.

This might be your best place to be DUMB.

It sounds odd to be SMART and DUMB, doesn't it? But metaphorically, neither one can exist without the other; each person that's smart needs someone who is dumb to cut through the intellectual clutter, and vice versa.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA

Cecelia,

I think your objective of "open 5 areas..." is actually your strategy. The objective would be why you want to do that. In your example, it probably has something to do with expanding distribution, but as you define your objective, keep asking yourself "why?" That is, why do you want to expand distribution, and so on.

As you go through this exercise, hopefully, you come up a with a very clear objective that is well tied to the company's objectives. It will help win support for your strategy and any necessary investments.

And, as mentioned, don't forget the 3rd layer - tactics. These are the actions that you defined as strategy in your original posts so it sounds like you have a clear idea of what your tactics are. You may just have them mislabeled.

All the best!

Melissa

KISS...Objectives achieved by strategy supported by tactics
KISS...even in a marketing plan, you will find, the more complicated the plan, the less (true) communicating the plan
KISS...acronyms are great, assuming those who read them know them
KISS...what you put into print must be understood to the by those who implement the plan, figure the lowest common denominator