When crisis hits or they’re facing massive change, here’s what I’ve seen businesses and brands do...
- Throw out the strategy altogether and try all sorts of scattergun tactics, frantically switching tack before they get any real results.
- Nitpick the existing strategy, tweaking it here and there but without making the major changes (and decisions) that are going to make a difference.
- Stick their heads in the sand!
Freeze or flight. Short-term wins over long-term gain. It’s understandable. As humans, we don’t like discomfort or being ‘on the way.’ (I know I don’t!) Ambiguity is hard to quantify (and can be harder to justify). We want to BE THERE, already!
But even in a dynamic landscape where we need to be nimble, we need a plan and a foundation for what a brand stands for and how it behaves in the world. Strategy’s getting a bad rap these days in some circles for ‘slowing things down.’ But it isn’t the enemy. A good strategy shows you how to stay focused AND be flexible.
What do you think? Do you agree?