June 2, 2007

Creating a Strategy

Northern Planner, or Andrew as his mum calls him, has generously written a fantastic post on his blog all about trying to find a strategy. And it’s absolutely fantastic advice as the comments testify.

“I think it all boils down to two simple things. Define what you need to do, then define what you need to do to get there. AND NEVER FORGET, your objective is NOT to ‘drive footfall’ or ‘increase sales’. It’s to understand what’s STOPPING people doing what you want and finding a way to change that - ultimately you’re looking for a response in someone’s head, then the physical end result will take care of itself.

So as a definition, strategy is this:

‘How you’ll get to where you want to be’. And for us, it’s a means to influence perception, so that people will THEN (AND ONLY THEN) buy, sell, visit more.”

Article categories: Creative Thinking