The Strategist’s Dilemma
Posted on 13. Sep, 2009 by Jason Chan in Strategy
In today’s economy, there is no question that companies of all size and shape under pressure to do more with less. Budgets are cut, staff is “rightsized,” and everybody has to do more with less. Processes need to slimmed down and people need to develop new skills to do things more efficiently or with fewer resources.
In some cases, the answer isn’t so cut and dry. Quite often, we get requests to help completely redesign a customer experience or do something really innovative and differentiated but with limited time or budget. As a strategist, I like to think long-term and propose concepts and programs that deliver lasting value and are sufficiently differentiated. I certainly don’t envy the position that some of my clients are in, and we do our best to give them the most value considering the constraints. If you’re careful, constraints do not have to be blinders. However, when the resources are tight doesn’t that mean throwing out strategy and going straight for tactics?
To me, it doesn’t have to be a decision between strategy and tactics. It can be both and here’s how:
- First, stop thinking about the same old tactics. You can’t do the same thing over and over and expect different results.
- Start thinking about who you’re targeting and why they should give you the time of day. Seriously. I have been on both sides of pitches and a simple “how can I help?” approach helps draw out the deeper, more serious business challenges.
- Now the fun begins. Put yourself in your client’s customers’ shoes and think about what they need.
- Design programs that are worth talking about. Think of your customer’s lifestyle and what you can do to improve it. Easier said than done, but in the long run, it will do more for your brand than any gimmick will.
The more your program is aligned with your customers, the more they will see the value and adopt it. Now, the choice of which tactic to use should be relatively straightforward and grounded in a strategic approach that makes sense and delivers.
Good points, just in the wrong order methinks:
1. Firstly, put yourself in your client’s customers’ shoes and think about what they need.
2. Start thinking about who you’re targeting and why they should give you the time of day. Seriously. I have been on both sides of pitches and a simple “how can I help?” approach helps draw out the deeper, more serious business challenges.
3. Design programs that are worth talking about. Think of your customer’s lifestyle and what you can do to improve it. Easier said than done, but in the long run, it will do more for your brand than any gimmick will.
4. Lastly, Stop thinking about [a program based on solely] the same old tactics. You can’t do the same thing over and over and expect different results.
Do bear in mind that some tried and tested tactics do work!