There are so many tactics out there. Lots of shiny ones, too.
Time and time again I’ve seen marketing firms, agencies and departments talk about tactics that simply don’t align with the strategy.
It not only hurts the bottom line and reporting structure; it not only hurts the team for trying to work through something that will have little impact; it’s also a bad experience for the intended customer or prospect.
It’s a vital gut check moment when you get to the real work of doing rather than ideating because sometimes ideating spans beyond the original strategy (regardless of a project brief, an opening comment at the start of a meeting, etc.,).
More tactics not tied to the strategy end up happening than you’d believe.
We owe it to a lot of people to make sure we stick to strategy.
Stay Positive & It’s There For A Reason
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