Marketing Strategy
My views on strategy are derived from the book Good Strategy, Bad Strategy and I’m VERY picky about what constitutes a strategy in the businesses I partner with.
When deployed effectively, strategy is our most lethal weapon. It’s a spear we can use to pierce the market and drive a wedge between us and our competition. It can be a catalyst for our growth and the secret behind improving our capital efficiency.
When deployed ineffectively, strategy is little more than a project plan or list of things we wish would happen. It leads to bloat, scope creep, and wasted effort and resources. It doesn’t move the business forward… In fact, it confuses us about what’s working and distracts us from the key objectives we need
Put simply… Strategy is what we choose not to do. Strategy is about applying maximum force on the smallest possible surface area to drive meaningful results and expanding from there.
In order to accomplish this, our strategy must have 3 key components…
The Kernel of Good Strategy
A diagnosis that defines or explains the nature of the challenge. A good diagnosis simplifies the often overwhelming complexity of reality by identifying certain aspects of the situation as critical.
A guiding policy for dealing with the challenge. This is an overall approach chosen to cope with or overcome the obstacles identified in the diagnosis.
A set of coherent actions that are designed to carry out the guiding policy. These are steps that are coordinated with one another to work together in accomplishing the guiding policy.
Elite marketing requires effective strategic direction. I’ll work with you to determine the best place to apply strategic pressure in your market so you can drive a wedge and become true market leaders.