Why do architects create so many copies of a blueprint prior to construction of a cherished project? Imagine all the contractors, trying to keep the big picture in their heads, and trying to remember all the details. It would be completely impossible for the structure to stay true to the vision as the architect intended without one. 

Your business also needs a blueprint. This blueprint is called strategy. A blueprint does not show every detail. But it does show the outline. Building your marketing plan without a preparing a strategy for success first is a complete waste of time. Especially if you intend for the finished product to look anything like you had originally planned. 

Strategy answers the question, “how are you going to win this game?” The definition of strategy confuses even the best entrepreneur. It is often mistaken for position, tactics, goals, or objectives. But if we do not understand the difference, we will face many serious problems. We will put the cart before the horse. Or we will be like a dog who will not let go of a big stick and thus cannot get in the door. We will waste time on things that will ultimately derail the goal. We will also implement tactics that undermine the big picture. 

Understanding and building a strategy will help us to create an advantage, even with limited resources.

The word strategy came from the rhetoric of warfare. The Greek word Strategos means the art of the general. A good general will always understand the big picture. They will always know when and how to sacrifice a small part to achieve the greater goal. 

So how are you going to win? What is the best possible path to your business success? 

Strategy takes stock of all the resources that are available, including the skills and capabilities. It creates a plan to sustain an advantage and determines how to win continually over the long haul. Strategy is your long-term, big-picture plan for success. Tactics, goals, position, and objectives are the things you implement to get there.

During the 11-12th centuries, the Mongols conquered the world. One of Ghengis Khan’s most famous generals was a man by the name of Subutai. He was one of greatest military strategists that ever lived. With a handful of soldiers, he was able to overcome huge armies and massive obstacles. His soldiers were skilled in archery, and performed well when battling in the field. They did not do so well, however, fighting in cities. It was Subutai’s job to create a battle strategy to achieve ultimate victory. He took all the strengths, weaknesses, and resources into account, and chose to avoid battle in the city altogether. He created a plan to divide his army into two groups. One group would attack the city and then quickly feign retreat. As they were escaping, the soldiers would draw the enemy troops out of the city for great distances. In this pursuit, they would tire. The first group of soldiers would lead them right to the spot where the second group lie in wait. This second group would wait to attack from the flank as they rode by, rather than meeting them head on. Using this combo of strategy and tactics, Subutai was able to conquer much larger forces. Subutai was able to conquer the armies of Hungary and Poland within two days, even though the battlefield spread across hundreds of miles.

What is the point? His objective was to win the war.  But it was the strategy brought him the victory. It is possible for the smallest of companies to win at small business–even over competitors with great resource–if you create and implement a winning strategy. 

A strategy creates boundaries. It is as much about what you do not do, as what you decide to do. If you know your strengths, you will know where you can best play the game. You will be able to turn the strengths of your competitors into their greatest weakness. Consider IKEA. IKEA figured out how to take a huge, heavy piece of furniture, make it into a kit, and ship it in a flat box anywhere in the world. No other furniture manufacturer was thinking about optimizing this part of the industry. IKEA advanced in an area where competitors were not prepared to compete.

Marketing plans and marketing systems are good, but not if you get bogged down in the tactics and forget the big picture strategy. Social Media, email marketing, and website marketing–all are good. But not if you forget the big picture. We can create so much structure that we can forget to ensure we are using the best method to reach our ideal customers. We like being productive, and doing the things we know how to do. But it makes no sense to spend time and money doing the wrong thing perfectly. 

We can continue to spit out all the canned scripts, and do the things that everyone expects, all the right times. We get our systems up and running and then think all we need to do is just rinse and repeat–exactly as encouraged by the gurus in the last webinar. It is as if real people can be converted to loyal customers in six easy steps. Just stick the person through the door of our handy dandy customer replicator machine, and out comes loyal customers with stars on thars. Not. It does not take long before the customer realizes that they are being carried down an assembly line. They no longer want a star. It is not their agenda, but the company agenda. No one wants to be just another Sneech. 

When divorced from strategy, both the marketing plan and the tactics can backfire. It results in a failure to sustain, and failure to bloom. 

Spending the time to create a strategy is an investment in your own success. If you want to sustain in business, you must create a strategy to win. Combine this strategy with your marketing plan. You will then bloom by design, and create a blooming business.