“Strategy is great and all, but right now, we need to start doing stuff.”
This is a phrase I hear too often. It’s not that they’re making an informed decision, but rather, that they don’t know what strategy is. Strategy happens while you’re doing what you’re doing. It doesn’t stop what you’re doing unless a) what you’re doing is hemorrhaging money or b) it’s being removed as a part of a more powerful plan.
Let’s talk about a) hemorrhaging money. This doesn’t mean you’re spending millions on an ad campaign that’s not working. It could just mean that it needs to be pruned (it’s taking up resources, but is not helping you reach your goal)
And b) it’s being replaced. Here’s the thing about strategy. Give the strategist a few months to do a bit of research and mold it into a plan with a clear goal and objectives, and you start getting clarity. And that allows you to see, more clearly, the things you’re doing that aren’t efficient.
In neither case does the strategist tell everyone to stop working until the long-term strategy is completed (truth be told, it’s never really completed).