Strategy means flexibility — Kelford Labs Daily
Expect to change.
Anxiety, at least in marketing, usually comes from uncertainty.
We simply want to know what comes next, and we want to know we’ll be okay, whatever comes next.
The thing is, though, certainty is the enemy of strategy.
Because strategy requires flexibility. It requires acknowledging—embracing—that nothing is certain, nothing is permanent, and nothing is fully predictable.
So instead of deciding, “this is what we’re going to do for good”, we must instead make a plan for “what we’re going to do for now.”
Until we get more evidence. Until we get more experience. Until we get just a tiny bit more clarity about our context and circumstances.
So don’t think you need to know everything you’re going to do for your marketing a whole year out.
Or that you need to lock in your strategy for the next five years.
No, strategy is about flexibility, about knowing what you stand for, what you’re shooting for, and how you’re going to know when you’ve gotten there.
And then making plans to take you a little bit further toward that goal, every single day.
Because if we deny that things change, we deny ourselves the ability to adapt.
But if we expect things to change, we’re always ready to change, too.
And that’s what makes us resilient.
And that’s what makes our marketing successful.
Kelford Inc. shows you the way to always knowing what to say. Marketing positions and messages for hands-on entrepreneurs.
