Week 1

Marketing New Year’s Resolution #1: Strategy First, Tactics Second

Strategy is your long-term plan for achieving a goal. Your strategy rarely changes. Tactics are the actions that support your strategy. These change all the time based on changing environments. For example, your strategy could be “Positioning our firm as a thought leader among socially conscious investors.” Your tactic would be to develop weekly videos and share them on YouTube. YouTube videos may change to live-streaming videos and then again to virtual conferences—but your strategy stays the same. This year, instead of deciding which tactics you will implement, define your long-term strategy first, then choose the tactics that will support your strategy.

Source: Derived from Seth Godin’s teachings.