Some would say that goals, strategy, and tactics are a matter of semantics. Seth Godin would disagree. Here are some of his thoughts on the difference between them.
Your goal is the change you seek to make in the world, a shining, unwavering light pointing towards the destination of your work. Your strategy is your long-lasting way of chasing that goal. Your tactics are the dozens or hundreds of steps you’ll take on behalf of your strategy. You might change your strategy if it fails, but you don’t want to do it often. If tactics fail, that’s ok, there are many other things you can do to achieve your strategy.
“For generations, Coca-Cola had a simple goal: get more people to drink Coke. Their strategy was to run enormous number of adds to persuade the mass market that Coke was part of the culture that made them happy - and that everyone else was drinking it too. And the adds kept changing, because the content of the add was a tactic.”
- Seth Godin, 'This is Marketing' -
Are you clear on your goal and do you have a strategy in place to get there?
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