Personally, I hear the word “strategy” everywhere.
In meetings. In pitches. On my favorite network in the universe, yes, LinkedIn. Even in quotes. And let’s not forget those beloved PowerPoints with arrows going up.
Oh yes, we love it when the arrows go up.
Strategy here. Strategy there. Strategy today. Strategy forever.
At this point, the word has turned into some kind of Hollywood chewing gum concept. You chew it for a long time, but eventually… it loses its flavor.
And yet, real strategy is anything but sticky strawberry gum or minty nonsense. It’s definitely not hot air.
It’s actually the opposite. It’s what keeps you from pedaling in place.
No, not everything is a strategy
Posting three times a week is not a strategy.
Designing a logo is not a strategy.
Changing your website color is not a strategy.
Creating an Instagram account is not a strategy.
Buying a €997 course is not a strategy either.
All of that? Those are actions. Tactics. Tools. Decisions.
But strategy? That’s something else.
Strategy is a direction. A vision. A course. Like a lighthouse in the dark. Not flashy, not loud, but incredibly useful when things get messy.
Strategy is answering three simple questions
You don’t need a 14-tab Excel file. You don’t need a 53-slide deck.
You just need to ask yourself:
- Where do we want to go?
- Why do we want to go there?
- How are we going to get there?
That’s it.
If you can’t clearly answer these three questions, you don’t have a strategy. You just have a to-do list. And that’s not the same thing. And it won’t get you where you want to go! But since you don’t even know where that is… well, who cares anyway!
Strategy is mid- to long-term
Strategy is not a Monday morning improvisation.
Like:
“Where do you want to go?”
“Uh… to the bakery, to get a croissant and a coffee.”
No.
Strategy projects you forward. Further than your next post.
It allows you to say:
- Here’s where I want to be in a year.
- Here’s what I want people to understand about me.
- Here’s the place I want to take in my market.
And only then… do you build the actions.
There are different types of strategy (and that’s normal)
Because not everything belongs in the same pot.
You can talk about:
Brand strategy → how you want to be perceived
Content strategy → what you say and why
Acquisition strategy → how you attract new clients
Retention strategy → how you keep them
Communication strategy → how you’re understood and recognized
Each one has a role. Each one has a purpose. And each one translates into concrete actions. Are you with me?
Tactics are not strategy
A LinkedIn post is a tactic.
A newsletter is a tactic.
An ad is a tactic.
A website is a tactic.
An editorial calendar is a tactic.
These are tools. Means. Not directions.
It’s like confusing the map with the journey. The suitcase with the destination. The hammer with the house.
Lack of ideas is not the problem
Lack of direction is much more troublesome!
Many people work hard, create content, publish, test, and are constantly on the go.
But without a strategy, these same people are like highly motivated hamsters on a very fast wheel… running like crazy but getting nowhere.
Strategy is what transforms energy into movement (and I’m not talking about waddling in place, obviously). It transforms effort into results. And the magic happens when those results have an impact.
Strategy is an investment
Yes man, strategy saves time, energy, and money.
Because when you know where you’re going, you say no more easily. You choose better actions. You stop running in every direction.
And that? That’s gold.
So, what is strategy really? Well, it’s not a complicated word, a 40-page document, a trend, or a marketing promise.
A strategy is a direction, a goal, choices, and consistency.
And above all, courage. The courage to decide. The courage to say no.
The courage to stay the course.