Strategy really shouldn't be a dirty word - if it is then it's obviously not making sense for the business.
Done well, strategy should be the guardrail that allows all of the fabulous creative work to take place (and to make sense in the process). It should be the thread which weaves through everything, allowing work to reference and reinforce other work.
Growth planning is an interesting idea, but, to me, doesn't describe what strategy should be there for. Strategy also needs to make sense in the bad times, crisis times or in any instance that isn't pure sales/growth focused.
Personally, I love strategy work - and adore turning strategies into living, breathing beings through fabulous execution. Focusing purely on the tactics is a complete misstep, in my opinion.
I could not agree more on this. In fact I have spent the last few months ruminating over this. I think it stems from a combination of factors I won't go into here, but by the time clients put their head above the parapet, they have already convinced themselves of exactly what they need. Whether that's right or wrong or somewhere in between. This means they believe they have identified the full issue and the strategy.
Which is why I've been trying to articulate the value proposition of what I do differently. Not sure it's right but I'm going to read test it. Will report back!
Exactly. I do strongly see specific parts of businesses causing this situation and why I think most marketing is destined to only achieve delivery on budget, not effective impact.
Strategy really shouldn't be a dirty word - if it is then it's obviously not making sense for the business.
Done well, strategy should be the guardrail that allows all of the fabulous creative work to take place (and to make sense in the process). It should be the thread which weaves through everything, allowing work to reference and reinforce other work.
Growth planning is an interesting idea, but, to me, doesn't describe what strategy should be there for. Strategy also needs to make sense in the bad times, crisis times or in any instance that isn't pure sales/growth focused.
Personally, I love strategy work - and adore turning strategies into living, breathing beings through fabulous execution. Focusing purely on the tactics is a complete misstep, in my opinion.
Any singular phrase is reductive to the point of uselessness, I guess. The label shouldn't matter so much - providing the benefits are clear, IMO.
I could not agree more on this. In fact I have spent the last few months ruminating over this. I think it stems from a combination of factors I won't go into here, but by the time clients put their head above the parapet, they have already convinced themselves of exactly what they need. Whether that's right or wrong or somewhere in between. This means they believe they have identified the full issue and the strategy.
Which is why I've been trying to articulate the value proposition of what I do differently. Not sure it's right but I'm going to read test it. Will report back!
100%. Sometimes, if there's already a brief, it's too late.
Exactly. I do strongly see specific parts of businesses causing this situation and why I think most marketing is destined to only achieve delivery on budget, not effective impact.
Road test it as well.