Strategy should help us make a choice
A list of activities becomes more useful when we know what we are trying to change and why.
The word is easy to use
We call content calendars, campaign ideas and presentations strategic. Each may be useful, but the label alone does not explain the thinking. I find it more helpful to ask what choice a strategy allows us to make.
Set a direction
A clear direction connects the problem, the audience and the intended outcome. It helps explain which activities deserve attention and which can wait. Without that connection, a team can stay busy while moving in different directions.
Make the trade-offs visible
Resources and attention are limited. A strategy should help a team prioritise. If everything is equally important, it becomes difficult to explain why one message, channel or audience gets more attention than another.
Return to the purpose
When reviewing a plan, I like to ask: what are we trying to change, and how does this activity contribute? A clear answer can make a modest plan more useful than a presentation full of impressive language.
Brand & Communications Strategist based in Amman. Curious about brands, people and the decisions that connect them.