Friday, January 18, 2013
Strategy is not a static condition, rather a motivating factor in constant motion. When you work strategy, you'll have an end destination out there somewhere for sure, but always remember that each tactical decision you make will create an experience that will involve reacting in a different context. Net, your strategy may be in constant flux. Now more than ever, we live in a highly complex and layered world requiring a strategic and thoughtful approach to designing experiences. That design is dynamic and in continual motion. If you need a constant theme or idea to build your work and tactics around, let's not call it strategy, let's refer to it as a PROMISE. Somewhere in your brand framework or marketing blueprint, articulate a promise to share in your product, service offering or work. A promise is something you can take hold-of and build into a foundation for your company and needs to be true to who you are and what you stand for. Strategies should evoke movement and be permitted to evolve as you interact with the many layers of the world today. So go ahead and always allow for strategic movement.