Last week I posted quickly in reference to the Tour De France Nike Chalkbot idea, about how after some brainstorm sessions I started to question how we’re coming to tactics first vs. strategy or ideas.
And of course two people have gone out and expressed in more depth what I find at fault about this practice.
First Seth Godin:
In my experience, people get obsessed about tactical detail before they embrace a strategy… and as a result, when a tactic fails, they begin to question the strategy that they never really embraced in the first place.
And then Paul Isakson about the shiny objects we choose:
Given all of that [read what he refers to here], it’s very likely that a majority of a lot of companies’ fish aren’t on Facebook, or any other social media platform for that matter. This is why, to the point of Matt’s post, if you start planning your marketing around tactics based on where the fish aren’t, it simply doesn’t matter.
