You take the blue pill—the story ends, you wake up in your bed and believe whatever you want to believe. You take the red pill—you stay in Wonderland, and I show you how deep the rabbit hole goes. -The Matrix
Staying on top is tough.
Especially in our complex modern marketplace.
Confronting new paradigms and competitive threats. Recognizing and dealing with a new rivals and unending change.
This relentless pressure and pace makes it easy to be seduced by the tools, tactics and technology of the modern age.
And it’s why strategy is more important than ever.
Today, many well intended strategic marketing efforts bend to the tactical.
If your tactic doesn’t deliver, consider ending it. But a failed tactic is no reason to reverse a sound strategy. If your blog post gets three views, it doesn’t mean you should forever abandon your writing.
Strategy is all about making hard choices.
Choices about where and how you will compete. Choices about what you will do, and most importantly as barriers to entry continue to fall, choices about what you won’t do.
Busy work feels good, but should be avoided. Resources are limited. Instead, focus on how you can you use your resources most efficiently to serve your customers.
And remember that tactics are events. So is your annual planning day. But strategy is a process.
As a noted organizational theorist, professor and pioneer in research, systems thinking and management science was fond of opining:
A good deal of the corporate planning I have observed is like a ritual rain dance; it has no effect on the weather that follows, but those who engage in it think it does.
You’ve got to know where you’re going in order to develop sound marketing strategy - or strategy of any kind any kind. But don’t forget to experiment, iterate and learn along the way. Good strategy can come from the bottom up just as effectively as from the top down.
Because great marketers, make great choices.
And the choice is yours.