Tactics Seldom Work, Without Strategy
DH | Mar 22, 2009 | Comments 4
More than ever, I am convinced we live in a tactics-driven world, and it’s leading us in a downward direction. When we embrace tactics, we relinquish leadership, by default. When tactics are used, it reveals a level of anxiety over needing to get fast results. But results don’t work that way.
Congress tries to fix the economic crisis by rushing through legislation to punish a small group of people who got bonuses on Wall Street. It’s just a foolish tactic, and will not address the overarching issue of our nation getting closer to falling over a cliff into economic disaster. It was just a tactic that played to the popular masses. “Kabuki theatre” in the halls of Congress, as one journalist so accurately observed.
In business and everyday living, we are awash in Top 10 steps to solve this or that. Top 10 things to make money … top 10 things to get attention … top 10 ways to look more beautiful … top 10 things to be recognized as a winner, etc. All just tactics. Nice smelling salve that doesn’t last.
People love tactics because they require little thought, seem fun, and are check lists of things to do that make us think we’ve accomplished something. It’s just a delusion.
Tactics without a carefully thought-through strategy almost certainly lead to unsatisfactory results, missteps or failure. Tactics lack cohesive purpose and focus. It’s like walking in circles, getting no where meaningful.
Yet, we are living in a culture where tactics are popular … because they are easy. Strategic purpose, on the other hand, requires imaginative ideas, intelligent process, organization … work. Strategies deliver desired results, and strategic planning is not rocket science. And, here’s the best part … developing strategies is fast and quite easy.
I will be writing about the value of strategic planning on this blog over the next few days, and will strive to connect it with timely issues. I would welcome your feedback.
Filed Under: Featured • Leadership Principles • Strategic Communications
Armed forces cannot fight on tactics alone. Someone has to have a grand strategic vision about what is to be achieved. Then the strategies can be planned to achieve the goal. Tactics comes last. Tactics without vision or strategy? Waste of time and potentially dangerous.
Tactics are certainly easier than strategy, but I’m not sure that strategic vision is entirely lacking in government. I’m part of a government senior stakeholder group in the UK, advising the Government Equalities Office on aspects of a forthcoming Equality Bill. There’s no doubt that the the government ministers in charge of the Bill have a vision that the Bill will make Britain a more equal society. Their strategic planning is based on this vision.
Of course, it is possible to disagree with the vision. It is also possible to agree with the vision but to consider that the government’s strategic approach is misguided. But one cannot deny that there is still high level vision in our government. And the ministers acknowledge that what they are trying to achieve is challenging and requires imagination, organization and hard work.
I look forward to reading your posts about strategic planning. I hope they will give me some useful ideas to input into discussions in the stakeholder group.
Hi David,
Boy, am I glad you put it out there. I have been dizzy watching all the top 10 lists flying around on Twitter and the groups on Linkedin.
It almost resembles the old carpetbaggery displayed at your local circus. Which tonic or salve will you be convinced to buy?
I’ll be watching with interest as you continue to delve into this subject.
Hi David,
Strategy is important, but what do you mean? Strategy comes in different levels, strategy – grand strategy etc…
Tks
Carl
Carl,
Strategy in communications isn’t a menu of different types or flavors. Not sure what you are suggesting.
David