At Market Mentors, we don’t think about the plan until we’ve done the strategic work. We start by identifying your goal, assessing your current capabilities to see if the goal is attainable, and analyzing what stands between you and the realization of that goal. Then we design a plan that will get you there.
Strategizing is conceptual. Planning is tactical.
Strategizing looks at the big picture — where you are now and where you want to be. Planning is action; how to get from point A to point B.
When it comes to strategizing, we take the SMART approach.
Specific: Making sure your goals are well defined
Measurable: Determining how far you are from reaching your goal and tracking your progress along the way
Attainable: Ensuring that your goals are achievable; challenging but not out of reach
Realistic: Comparing your capabilities as they exist to your desired goals
Timely: Confirming that you can get where you want to go in the time available
Inside-Out Marketing: The What, Who, and Why.
Chances are you can describe what you do in a sentence. You know who will be affected by what you do—your customer.
What’s harder to describe is the “why” of what you do. But that “why” can drive consumers’ behavior.
A good strategy works backwards, going from the more obvious “what” to the more intangible “why.” A good plan communicates that mission, that “why,” in a way that drives consumer behavior.