Tactics before strategy?

Two old men playing chess at a table in a a park

Recently, I got into a bit of a tiff with another marketer.

Their opinion was that execution is the ‘prerequisite’ for strategy.

Now, there are some things in marketing that switch on a big neon sign in my head with the word ‘BOLLOCKS’ flashing all over it.

This is one of them.

I said as much (politely of course), and things ended amicably.

But the exchange got under my skin and itched like hell for a few days.

So, I decided to write an article about it.

One that would explain to marketers everywhere, why ignoring strategy and jumping straight to tactics is such a problem.

But it turns out I don’t have to.

The article has been written already. And you can find it right here on LinkedIn:

‘How Do We Cure What Ails Marketing?’ by Jason Patterson.

(Link in the first comment.)

I’ll not spoil it for you, other than to say, ‘No Strategic Commitment’ is number two on his list of three.

It’s a well written piece that nailed it for me.

I recommend you grab a coffee and take a read.

But before you do, let me sign off with these words:

Execution is not the prerequisite for strategy.

If you’re approaching marketing that way, then I’m sorry, you’re doing it wrong.

Strategy comes before tactics.

Every. Single. Time.

Or am I the one talking bollocks?

View and comment on LinkedIn

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