Suppose the success of your communications is the result of a tactic.
You probably have a tactic that might give you a communications advantage for 18-24 months.
On the other hand, if your communications rest on a clear view of where you want to get in the long run, this is strategy.
The tools you use to get there are tactics.
Many over-index on tactics thinking they have a strategy.
But in reality, you are just using tactics without a clear endpoint of where you want to end up.
Caracal helps you focus on your strategy.
Many communications efforts are focused on tactics.
Strategy is hard.
Tactics are easy.
It is good to have a north star and be clear about where you want to go.
Your customers define your future so choose your customers with great care and attention.
Tactics can only provide a transient communications advantage and frequently attract quick customers.
Consider these insights:
"Strategy is an idea that describes a journey to a position of advantage." -- Blair Enns
"Strategy is the answer to the question, 'How are we going to become and remain unique?" -- Michael Porter
Your strategy should be easily summable into an idea.
From the idea, you should infer some essential steps that will propel the business.
The ultimate aim of communications strategy is to position your organization to a specific enduring advantage.
Tactics are often exciting.
But tactics endure for 18-24 months at most.
Communication strategy is about making your organization unique and successful for decades, not months.
Faced with that choice, I know which one I prefer.
If you agree, let's get to work.
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Clients rely on Caracal for help navigating today's interconnected business environment with market intelligence, research, strategic planning, and communications.
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