5 Replies to “Tactics: Actions, Not Tools”

  1. Geoff,

    Thanks for this!

    When orgs confuse tactics, strategies and tools, it’s a symptom of a deeper problem around grasping fundamental business skills. As you’ve pointed out, quite concisely, strategy must be established and then cascade down to tactics and tools.

    There may be cases when messaging – and not conversing – is the appropriate thing to do. For example, amber alerts. In this case their strategy is to mearly inform so that their community can spread the word.

    Nice work!


  2. Thank you for focusing our thinking, Geoff. Whenever dramatic new tools become available we forget this lesson. We forgot it in the mid-90s with the rise of the Web, and we’re forgetting it today with social technology. Your bullet points provide several facets with which to examine how our tactics can implement our strategy with these new tools.

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