Tactics Aren’t Strategy AKA Just Because You Could Doesn’t Mean You Should

Tactics aren’t strategy. And just because you could do something doesn’t mean you should.

This seems obvious. It’s apparently not.

I spend a lot of time in meetings where people are excited about tactics. We should be on TikTok. We should do a podcast. We should run a competition. We should send more emails.

Maybe. But why? What are you trying to achieve? Who are you trying to reach? What does success look like?

Without answers to those questions, tactics are just activity. And activity is not the same as progress.

Strategy starts with purpose. What are we for? What change do we want to make? For whom?

From that foundation, you can evaluate tactics. Not ‘could we do this?’ but ‘does this serve the purpose?’ Not ‘is this popular?’ but ‘is this right for us?’

Just because you could doesn’t mean you should. And just because everyone else is doesn’t mean you have to.