Strategy versus Tactic

I always find it interesting the number of so-called ‘experts’ who don’t know the difference between a ‘strategy’ and a ‘tactic’.

These words get thrown around daily by folks who have read about them somewhere; or they have heard other ‘gurus’ use them, so they mimic them and feel that they are using the 'correct' business buzz words.

A lot of buzz and buzzing around means nothing…without a flight plan.

In reality, a strategy is a plan of action designed to reach a defined goal. It is the act of finding out just exactly where you are and what kind of arena you are competing in, for what prize; then setting realistic and attainable goals suitable for that context, market or arena.

A tactic, on the other hand, is a way to reach that goal…to 'implement' the strategy.  It is a specific action-step, technique, or method whereby you can reach the goals laid out in the overall strategy.

It is not chiseled in stone; but a temporary ‘guesstimate’ of what to do. Most tactics don’t work at first. But if you adjust them enough, like a series of experiments, you can eventually get the right tactics for use at the right time in the right context or arena.  Sometimes it’s all about being in the right time at the right place…about timing.

If your strategy is sound, it will withstand the test of time in any marketplace. Google was around and an excellent search engine, two years before you even knew about it. Thomas Edison “knew” he could come up with the illuminated light, but he had to go through more than 400 different experiments to get there. You would think those many failed experiments were the hard part. Wrong. The tactics – most of which fail at first – are the easy part.

The right strategy – and coming up with it – is the most difficult part. It is the part that really takes some clear headed thinking, some research and question-asking; lots of diligence and “stick-to-it-iveness”…in other words: patience.

As Seth Godin said in his blog recently, “…the irony of the web is that the tactics work really quickly. But the strategy still takes forever. The strategy is the hard part, not the tactics. The frustrating part is that you see your tactics fail right away. The good news is that over time, you get the satisfaction of watching those tactics succeed right away…”

Now think about this: I can give you hundreds of ways to market your restaurant. So can others. That is not where the secret lies. Sure it never hurts to have dozens of unique ways to market your restaurant that the big boys won’t or can’t use. Or your smaller competitors don’t even know about. But where the rubber hits the road is with your STRATEGY.

The tactics don't matter if the strategy is flawed or flat-out wrong.

This is where the magic begins. Those with the best strategy win. Those who then intelligently and effectively implement that unique selling proposition-driven strategy best will be the all time penultimate winners.

Go back. Read that last sentence just one more time. I said the “unique selling proposition-driven strategy” right?

Those of you who follow this blog regularly already know what the U.S.P. (the unique selling proposition) concept of strategy formulation is. Check out my previous posts on June 24th and 26th dealing exclusively with this important marketing foundation.

Keep in mind, therefore, whenever you see a potential “tactic” or technique in this blog…and elsewhere…to view it in perspective, vis-à-vis the strategy you have adopted for your business or restaurant, using the U.S.P.

And be patient. Tactics come and go; but solid marketing strategies are as good and long-lasting as gold.

What do you think? Why not give me your two cents’ worth?  I’d love to see your comments below…