It's important to understand the distinction between strategy and tactics. While they may seem similar, they play different roles. Strategy involves making choices and setting a clear direction, while tactics are the specific actions taken to execute that strategy.
In this video, Innovation Coach Mark Leung and VOYO Business Design Founder Jennifer He break them down.
The Essence of Strategy
Strategy is about:
making choices on how to win customers better than the competition.
Think of it as the roadmap that guides your actions. For example, deep-pocketed companies like IBM or platforms like Shopify can have a broader strategy to serve multiple customers. On the other hand, startups can scale quickly by focusing on a specific niche and being close to their customers. Defining your target market and having a focused strategy is crucial for success.
The Power of Tactics
While strategy sets the direction, tactics are
the specific steps and actions you take to execute that strategy.
Tactics are like the turns you make along the way, adapting to changing circumstances. For instance, small business owners can conduct low-budget market research as a tactic to identify the needs and preferences of their niche market. Individual experts should also focus on their super niche to stand out in a crowded market. The key is to use the resources you currently have and find innovative ways to make an impact.
Future-proof Strategic Mindset
Being strategic requires thinking beyond traditional plans.
Strategy can be seen as a hypothesis about the future and how to make an impact. In today's uncertain market, having a curiosity and experimentation mindset is crucial. Startups need to constantly assess their path and pivot if necessary to navigate through uncertainties. Effectuation, a concept that leverages available resources, experimenting, and being responsive to customers, can be a valuable approach.
Also remember, asking the right questions leads to different answers and directions, potentially unlocking new opportunities.
In closing, by developing a clear vision, making intentional choices, and adapting as circumstances change, you can pave the way for success.