the death of strategy and dating ryan gosling
TRANSCRIPT
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The “Death” of Strategy & Dating Ryan
Gosling
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Strategy is an artifact of slower times Change is happening so fast The distinction between strategy and tactics blurs
…Forbes Magazine
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Nonsense!
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Strategy is as distinct from tactics as appetite is from a meal…
…the former informing the later – and never the other way around
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“If you want to date me you better have a
strategy”
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In simple terms… Strategy defines “why” you do something Tactics define “how” you do it
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GoalHow will you know you’ve succeeded?ActionWhat needs to happen to fulfill the goal?AudienceWho is essential to achieving your goal?InsightsWhy would the audience take action?
Strategy & tactics fail without 4 essentials
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AFTER you get your goal, action, audience, & insight THEN you identify your strategy
BEFORE you pick your tactics
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A strategy explains why the action fulfills the goal & the insight
It is a sentence…and not much more
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Tactics are the things you do to bring the strategy to life
Blurring strategy and tactics makes the tactics you deploy ineffective, inefficient, or both
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FOR EXAMPLE…
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Just say…You want to date Ryan Gosling.
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What would you do?•What if I told you that he owns a Moroccan
restaurant, likes knitting, and supports PETA
Now what would you do? •Bump into him at his restaurant •Ask him how to do a stocking stitch? • Join his next “puppy mill” raid?
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Unfortunately, none of these activities is based on a behavior changing insight – they are not strategiesThey are tactics – but they may not be good tactics because neither is based on any insight about why Mr. Gosling would date you.
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Tactic #1Ignore him.
Tactic #2Date his friend.
STRATEGY = PLAY HARD TO GET“I like women that
are a challenge…”
What if you knew…
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Tactic #1 Buy him ice cream.
Tactic #2Find a common interest.
STRATEGY = UPGRADE A FRIENDSHIP
“I can’t be romantic with a woman unless
we’re friends first”
What if you knew…
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STRATEGY IS ALWAYS:About why : a directional approach to achieving the goal
Derived from research, insights, knowledge and experience
Developed BEFORE tactics
Tied directly to the goal
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BE FIERCELY PROTECTIVEof strategyBE FLEXIBLEaround tactical ideasBE RIGOROUSaround tactical execution
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You too, can date Ryan Gosling.