momorantings

Strategy is an expensive word and, therefore, one that proliferates on business cards and in presentations. Users of it like it to think it connotes intelligence, high-brow thinking and, most importantly, a distinction from those things called tactics which are grubby, street-level activities and thus far beneath them. The trouble is that most of them aren't engaging in strategy. That's not to deny the value of what they do, but I don't think it's pedantic to insist that they get their terms right. If we don't understand what strategy really is, we lose sight of what we're doing and can also fall prey to any number of over-blown claims and advice. The impetus finally to write a post on this subject was provided by a post from a high-profile consultant that featured the following list of examples ostensibly designed to illustrate the difference between strategies and tactics: Examples: To illustrate, here’s some specific examples across different industries of h...

I noticed that my old pal Hugh reposted his 2006 manifesto on his blog this week. Since he was kind enough back then to credit my post as an impetus, I feel justified in re-posting my old J-train minifesto today. I don't think much has changed (apart from the fact that Robert Scoble doesn't publicise my posts these days). All Markets Are Up For Grabs. It's no longer possible to control the conversation. While incumbents spend their time trying to cling to that belief, you have the opportunity to step in, reframe the discussion and win a new argument. Difference Not Differentiation. Customers have either too much stuff or not enough time and value current choices over substitutes. Minimise the behavioural change you demand of them, but give them a real reason or reasons to love your product/service. Don't Disappoint. Ensuring that everything works and instantly reacting to any problems is a given. Bad news travels much faster and wider than it did before. An inform...

 An oft-stated principle of Internet Marketing and Social Media Marketing is that it is not a one time stunt—it is a 24/7 endeavor. As we have discussed earlier in this course, you can profit indefinitely from the things that you build. But, that does not mean you can just create a Website and some social media profiles and then leave them to work by themselves. Nothing you build, no matter how clever, will work without your continued attention. You may have very limited time. You may have a full-time job—perhaps even two jobs. You may have family responsibilities. As grand as it would be if we could, we simply cannot create extra hours in the day. Thus, it is understandable that you cannot devote 24 hours a day, seven days a week, to your Internet Marketing, no matter how promising the future might be if you could. What you can do, though, is care about your Internet Marketing 24 hours a day, seven days a week. You can be mindful of it. You can ensure that you do carve out as much...