Does anyone need strategy? — Kelford Labs Daily
Or do they need the actions?
“Probably the commonest sense in which the word strategy is employed today is as a synonym for expensive.”
— John Kay
To put it unnecessarily controversially, nobody really needs a strategy by itself.
They need the output of the strategy:
The decisions about who they’re going to target, the position they want to occupy in the market, and the messages that will engage and attract their ideal customers.
This is an imperfect analogy, but think about going to the mechanic. Do you want a strategy for fixing your car or do you need your car fixed? The mechanic created and implemented a strategy to do their repairs, but that’s not what you needed—you needed the actions they took.
A strategy is required, but the real value is in what the strategy does.
Marketing strategy isn’t just about what we want—it’s about the structure to work efficiently to get what we want.
It’s about what we’re going to do.
It’s about what we’re going to say.
Kelford Inc. helps hands-on entrepreneurs and founders with complex marketing challenges define and articulate their unique value to their very best customers.
We’ll show you the way to always knowing what to say.
