"Don't think I'm stupid, but I'm writing that down," said my client....
Stupid? I should think not, dear client! I wish this light bulb would go on more often. This is particularly true for early-stage firms where every day is a cacophony of tactics. The objectives and strategies are usually implied, yet rarely formalized, presented and digested by the team.
In the worst-case scenario, I have seen tactics become a mantra, as if they themselves were the strategy, or .... gasp! .... the objective. And of course, there is the danger of being so caught up in tactics that the original objective is completely forgotten.
While I am not quite sure why marketing planning is so very complicated for many, I do know that is an age-old problem. SunTzu said it best around 500 B.C., and many a marketing strategist agree:
"Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat."
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