Listen up: a strategy is not the same as tactics.

Strategy has an extended time horizon; helping you define the path towards achieving long-term goals. Tactics have a shorter time frame, and reflect each of the small steps you take along the way. And, you need both.

There are companies which invest time, money and effort in crafting a brilliant strategy - which falls apart as soon as the rubber hits the road. And there are also those who consider marketing as a tactical endeavor, devoid of any strategic thought. Very few understand that while the destination is certainly more important than the journey, the journey itself needs to be defined if you are going to make any progress towards your destination.

Sun Tzu, the reputed author of ‘The Art of War’, famously wrote: “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” 

You can’t have one without the other. 

Well, theoretically you could, but….Master Tzu would advise against it. And I would, too.

So why am I quoting a book published in the 5th century BC? Because it seems that many businesses haven’t yet internalised these lessons, all the way over here in 2020. How many times over the past few weeks have you heard companies saying they’ve had to shift their strategy in response to the coronavirus pandemic? Too many, to be honest. None of them should be shifting their strategy, in my opinion. Revisiting tactics; definitely. Reconsidering annual objectives; for sure. But changing intent around a goal that is 3-5 years away? I feel it’s premature. A strategy deals with the longer term, and if you’re going to succeed, you need to keep your eye on the prize through thick and thin.

It isn’t always smooth sailing in business. There are ups and downs and swings and roundabouts. There is the joy that comes with achieving milestones and the frustration experienced when you come up short. But when you pan out and consider these fluctuations over the longer term, the volatility is smoothed. And that’s why it’s not a good idea to shift a strategy in response to something that occurs in the short term. A short-term picture always looks less stable, in relative terms.

But go right ahead and adapt your tactics. That’s a smarter move. 

If you look at the real changes being implemented by these companies, you’ll realise why I opened this piece talking about confusion. They may say they’re amending their strategy, but what I’m seeing is brands moving their adspend online, companies offering additional delivery and collection options, and businesses introducing new pack formats which speak to shopper needs. What they’re really doing is adapting their tactics. Which is absolutely appropriate for the here and now. 

I sincerely hope they recognise the difference between strategy and tactics. Because if they don’t, the business impact owing to the pandemic is the least of their problems.

If you’ve finished reading this article and realise you’ve got some stuff to work out, contact me. I’d love to help you develop a rock-solid strategy for your brand (and when that’s in place, we can develop some brilliant tactics to help deliver against your goals). At Jack Be Nimble, we offer a host of marketing services. Find out more, now.

Photo by Hassan Pasha on Unsplash