It’s not a strategy unless there’s a trick

February 2, 2010  |   Posted in Branding by Kirk Phillips    |   0 Comments

Tags: Branding, Brandstoke

Every competitive situation, whether love, sports, or business, calls for strategy. And most strategies involve deception. More on that later.

The word “strategy” is derived from the Greek “strategos,” meaning military leader or general. In the military and elsewhere, its definition has evolved to mean a systematic plan of action intended to achieve a desired goal. The difference between strategies and tactics is sometimes blurry, but generally strategies are planned and tactics are executed.

Often, the strategic plan involves trickery–another word for surprise attack. In sports, it’s the trick play, the fake hand-off, the juke move, the curveball, the feint, the reverse, etc., all intended to catch the opponent off-guard.

One of the principles of strategy essential for success according to The United States Army’s Field Manual of Military Operations is this one:

• Surprise (Strike the enemy at a time, at a place, or in a manner for which he is unprepared.)

Many organizations forget to develop a plan for out-maneuvering their competitors. Instead, they focus only on achieving operational excellence. Perhaps you have seen some version of this caution: “Efficiency is a consequence, not a strategy.”

Of course, tactical efficiency sometimes works, say handing off to the tailback on third and goal. The play fools no one, but if well executed it may succeed. Once. Next time, the defense will be wise to it.

Sun Tzu in the The Art of War says, “Do not repeat the tactics which have gained you one victory, but let your methods be regulated by the infinite variety of circumstances.” In other words, mix it up.

Is your strategic marketing plan directed toward out-maneuvering your competitors?