How Successful Businesses Rest on The Pillar of Strategy And Tactics - Abeiku Santana
Both Nike and
Reebok had a strategy to get their brands to the everyday American and
sport lovers worldwide when they decided to sponsor the Olympics. Nike
guided by this strategy adopted a tactics of cherrypicking and
sponsoring the top and best players only.
Reebok as
brilliant as its strategy was, adopted a no tactical approach by
sponsoring the entire tournament. That was cost intensive and
inefficient since athletics lovers indeed patronized what the top stars
associate.
Both strategy and tactics are critically important in
delivering the success of any business.
Sun Tzu in
his book, which I tout as the ‘Military Bible’ “The Art of War ” sheds
more light on how its almost impossible to succeed in any sphere of life
without a strategy braced by a good tactical approach. A strategy could
be defensive or offensive in character. It is sometimes argued that
even quitting, retreating or surrendering could be strategic in
itself.
Biochemists
selling their innovative foods to Nestle has always not been literally
quitting but strategizing for sustainability and income since stubbornly
refusing may only challenge them to come up with something better than
what you have. And you may perhaps not earn a penny.
Strategy
comes from the greek word, startos: important, comprehensive or
superior. Business people need to be map-out strategy because of the
competitive nature of business. Your strategy is the large scale
blueprint to achieving the business vision whereas the tactics is the
everyday, short term approach to this vision. Tactics could easily be
changed by the political, environmental, scientific and technological
factors but strategy is almost always kept intact.
Being
strategic suggests embracing the art of being different. Strategy can be
said to be the step by step approach to achieving a competitive
advantage through being different and having clear and enactable view of
how to position yourself. Porter 1990. Strategy without tactics is the
slowest route to victory. Tactics without strategy is the noise before
defeat.
One may have
available, a good vision, even personnel to achieve an objective, but
without a good tactics and strategy this will yield no results which
translates victory.
Nora Roberts
once said,”If you don’t go after what you want, you will never have it,
if you don’t ask, the answer will always be no, if you don’t step
forward, you are always at the same place. The need for short term
calculated action which is tactics in this context, guided by proper
strategy Nora Roberts quote.
To have a
successful business you need to spell out your strategy clearly and have
a well thought-through approach – tactics to succeed.
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