How to Think Strategically

If you don’t know where you are going, you will wind up somewhere else.  Yogi Berra

Slide1After 20 years of managing marketing teams, I’ve seen hundreds if not thousands of marketers–some classically trained CPG and some with just good instincts.  While 100% of them would proclaim of themselves “I’m a strategic thinker”, in reality only about 15-20% were actually strategic.  Yet, even some of the best implementers I know still want to be strategic.  I don’t get it.  Why?  I want someone to just finally say “I’m a really good tactical thinker and not really that good at strategy”.   I have finally started to ask some of my friends who are great implementers:  “Why do you want to be strategic?”  I finally got an answer that made sense.  “Strategic people get paid more”.  

Are you sure you are Strategic?

To me, the difference between a strategic thinker and a non-strategic thinker is whether you see questions first or answers first.  Strategic Thinkers see “what if” questions before they see solutions.  They map out a range of decision trees that intersect and connect by imagining how events will play out.  They reflect and plan before they act.   They are thinkers and planning who can see connections.  Non Strategic Thinkers see answers before questions.   They get to answers quickly, and will get frustrated in the delays of thinking.   They think doing something is better  than doing nothing at all.   They opt for action over thinking.    They are impulsive and doers who see tasks.  They are frustrated by strategic thinkers.  Aren’t we all.

But to be a great marketer, you must be a bit of a chameleon.  While pure strategy people make great consultants, I wouldn’t want them running my brand.   They’d keep analyzing things to death, without ever taking action.  And while tactical people get stuff done, it might not be the stuff we need done.  I want someone running my brand who is both strategic and non-strategic, almost equally so.  You must be able to talk with both types, at one minute debating investment choices and then be at a voice recording deciding on option A or B.  You need to make tough choices but you also have to inspire all those non-strategic thinkers to be great on your brand instead of being great on someone else’s brand.

OK, then you can’t just one day wake up and be strategic.  You need more discipline in the way you think.  Here’s some thoughts on how to force yourself to be strategic.  Here’s HOW TO THINK MORE STRATEGICALLY.  

Focus, Early Win, Leverage, Gateway

So Let’s see if there is a model that can help people be better at strategy.  When I teach people this model, I tell them it will force them to structure their thinking at first, but then it should just start to flow easily.  It’s like driving a car in England, it feels different at first, but then natural very soon after.

A simple way is to break it down into the 4 elements of a good strategy: there is usually a good Focus of resources on what has the biggest potential return, an Early Win that allows you to confidently keep going, a Leverage point you can twist and turn and finally a Gateway to something even bigger.  Here’s how the 4 stages of thinking works:

  1. FOCUS all your energy to a particular strategic point or purpose.  Match up your brand assets to pressure points you can break through, maximizing your limited resources—either financial resources or effort.  Make tough choices and opt be loved by the few rather than tolerated by the many.
  2. You want that EARLY WIN, to kick-start of some momentum. Early Wins are about slicing off parts of the business or population where you can build further.  Without the early win, you’ll likely seek out some new strategy even a sub-optimal one.   Or someone in management will say “it’s not working”.  You don’t want either of those–so the early win helps keep people moving towards the big win.
  3. LEVERAGE everything to gain positional advantage or power that helps exert even greater pressure and gains the tipping point of the business that helps lead to something bigger.  This is where strategy provides that return–you get more than the effort you’re doing from it.
  4. Seeing beyond the early win, there has to be a GATEWAY point, which is the entrance or a means of access to something even bigger.   It could be getting to the masses, changing opinions or behaviours.  Return on Investment or Effort.
Looking at using “Focus, Early Win, Leverage, Gateway” in Real Situations

Lots of explanations on strategy use war analogies, so let’s look at D-Day and see how it matches up.  While Germany was fighting a war on two fronts (Russia and Britain), the Allied Forces planned D-Day for 2 years and joined in full force to focus all their attention on one beach, on one day. The surprise attack gave them an early win, and momentum which they could then leverage into a bigger victory then just one beach. Getting on mainland Europe gave the allied forces the gateway they needed to steamroll through on a town by town basis and defeat the Germans.   The allied forces had been on the defensive for years, but landing on D-Day gave them one victory and the tipping point to winning the war.  For those who struggle with focus, imagine that if the Allied Forces decided to place one soldier every 15 feet from Denmark all the way around Europe to Greece.   Would it have been successful?   Not a chance.

If you were to write the brand plan for D-Day, it might look like this:

  • Vision:  Win World War II
  • Goals:  Re-claim Europe, remove Hitler, minimize losses
  • Key Issue:  How do we turn the tide in the war effort in Europe?
  • Strategy:  Focused Pin Pointed Attack to gain a positional power on Continental Europe. 
  • Tactic:  D-Day, take all our troops and attack the Beaches of Normandy to get back on mainland Europe and battle Germany on an equal footing. 

While war analogies put some heightened sense of intelligence into marketing, let’s look at an example using Avril Lavigne and see if it still works.  If it does, then maybe it’s still a good model.   In 2005, Avril’s career was flat, a normal path for young musicians.  To kick off her album, she did a series of free mall concerts—and was criticized as desperate.  She was desperate and no one really understood the logic.  But think about it:  mall’s are exactly where her target (11-17 female) hangs out, allowing her to focus all her energy on her core target.  She attracted 5k screaming 13 year olds per mall—creating an early win among her most loyal of fans: those who loved and adored her.   She was able to leverage the good will and energy to get these loyal fans to go buy her album in the mall record stores which helped her album debut at #1 on the charts.  And everyone knows the charts are the gateway to the bigger mass audience–more radio play, more itunes downloads and more talk value. The comeback complete. Madonna has done the same strategy, except she seeded her songs into dance clubs for the last 20 years.

If you were to write the Avril Brand Plan, here’s how it might look;

  • Vision:  Recording Super Star
  • Goals:  New Album Sales, increase popularity, new recording contract
  • Key Issue:  How do we drive album sales for a slumping Avril? 
  • Strategy:  Reconnect with core teen fans to create momentum to trigger album sales
  • Tactic:  Free Mall tour to get most loyal fans to reconnect and buy the new album.

Avril Lavigne Wows Thousands At Free Indy Concert

INDIANAPOLIS  — Pop singer Avril Lavigne serenaded more than  2,000 fans during a free concert at a shopping mall.   “You guys are awesome,” the 19-year-old Lavigne told the  enthusiastic crowd Thursday at Glendale Mall.  Some people waited several hours to see the singer perform songs  from her upcoming CD and 2002 hits “Complicated” and “Sk8er  Boi.”   The half-hour acoustic concert was part of a 21-date “Live and  By Surprise Tour” promoting her new CD, “Under My Skin.”   People started lining up at the mall early in the afternoon for a chance to see Avril Lavigne up close and personal.

Starbucks experienced tremendous growth through the 80s and 90s, mainly because of the their coffee.  Starbucks quickly become a life ritual in the morning to wake you up. The focus shifted to build a broader portfolio of products around these two time slots.   The early win were a series of new products that made Starbucks seem big on innovation. Sandwiches, Wraps, pastries, cookies. All high quality. The leverage point was turning a coffee routine into a breakfast/lunch routine. The gateway is expanding the life ritual of Starbucks so that it’s now a broad-based place for breakfast and a light lunch, but still connected with coffee.  No longer are they just for coffee. Recently, Starbucks has been giving incentives through their “treat receipt” program to get people to come into the store after 2pm. 

If you were to write the Starbucks, here’s how it might look;

  • Vision:  Cherished meeting place for all your quick service food needs
  • Goals: Increase Same store sales, greater share of requirements from Starbucks loyalists
  • Key Issue:  How do we drive significant growth of same store sales?
  • Strategy:  Move Starbucks loyalists to lunch with an expanded lunch menu.
  • Tactic:  Light lunch menu, increase desert offerings.
Most Marketers Struggle with Strategic Thinking

However, even though all these marketers are saying they are strategic, strategy actually runs counter intuitive to many marketers.  You mean by focusing on something so small, I can get something big.  That makes no sense.  I better keep trying to do everything to everyone.  But that’s exactly how a fulcrum works to give you leverage.   Next time you’re taking off your tire on your car, try getting 6 really strong guys to lift your car or just get a tiny little car jack.  This is the same model for brand strategy.   Focus on your strengths, focus on those consumers who will most love you and focus on the one potential action point you can actually get them to do.

Many marketers always struggle with the idea of focus and always try to do it all.  And for everyone.   They worry they’ll pick a potential target too tight and alienate others, focus on one message and forget to tell all they know and miss a crucial fact or focus too tight on one part of the business and forget the others.  I saw a brief describe their target was “18-65, current customers, potential customers and employees”.  I said “all you’ve eliminated is prisoners and tourists.”  Slide1I get it that it can feel scary to focus.  But it should feel even more scary not focusing, just in case you’re wrong.  You always operate with limited resources no matter how big of a brand:  financial, people, partnering, time.  Trying to do everything spreads your limited resources and your message  so that everything you do is “ok” and nothing is “great”.   In a crowded and fast economy, “ok” never breaks through so you’ll never get the early win to gain that tipping point that opens up the gateway.  When you focus, three things happen: 1) you actually become very good at what you do 2) people perceive you to be very good at what you do since that is the only thing you do 3) you can defend the positioning territory

Many times, Marketers fall in love with the best ideas—not always the best strategies.  This is where they tactical and they end up chasing down a path with a hollow gateway.  It’s crucial you always start with the best strategies and then find the best ideas that fit with those strategies, not the other way around. What you need to do, is try to map out all the potential wins, try to understand what’s behind that win, and if there is something bigger then go for it, but if there isn’t, then you should reject this path.  There has to be a large gateway behind those cool ideas, so you love what the idea does more so than just loving the idea.

Strategic Thinking:  Focus, Early Win and Leverage should lead to a gateway to Something even Bigger

Do you want to be an amazing Brand Leader?  We can help you.

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at or follow on Twitter @grayrobertson1

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to help train you to be a better brand leader.

107 thoughts on “How to Think Strategically

  1. I really like this article as I am the “goal-getter” type that is trying to be “strategic”:) Fortunately, my partner is a really strategic thinker, which makes us a great team in our multicultural marketing business.

  2. Thoughtful, insightful, spot on. D-Day and Avril Lavigne as case studies really drives home your points.

    Two key takeaways for me (among many) hat many still miss in today’s rush to “act->read->react” world:
    1. Strategy (the what) needs to come before tactics (the how)…but you need both to maximize odds for success..
    2. Focus is the key starting point to identifying your strategy – You can’t be everything to everyone and expect to be meaningful to the constituents that matter most to your Brand.

    Back to Avril – if she had listened to those who did not understand her Brand and/or her audience, she may still be floundering today. Her case demonstrates additional traits marketing leaders need to cultivate:
    – The willingness to dig deep and understand your core audience/fans – that’s where you’ll find your best chance for an early win.
    – The conviction and courage to use your knowledge and trust your insights, even in the face of criticism or challenges from the ill informed.

    Again, nice post. Keep it up. I’ll be back to read more in the future!

  3. Pingback: How to Write an Effective Brand Positioning Statement « Beloved Brands

  4. Pingback: How to Write a Brand Plan « Beloved Brands

  5. Pingback: How to write an Effective Creative Brief « Beloved Brands

  6. Pingback: How to Manage your Marketing Career from ABM to CMO. Free Download « Beloved Brands

  7. Pingback: How to Run a Brand with the Brand Leader Front and Centre « Beloved Brands

  8. Pingback: How to Drive Profits through Your Brand « Beloved Brands

  9. Pingback: How to Write a Monthly Report? And why you should have one on your Brands. « Beloved Brands

  10. Pingback: How to get an Assistant Brand Manager job « Beloved Brands

  11. Pingback: Does a Brand Vision Statement Matter? « Beloved Brands

  12. Pingback: Is a Car Ad without Cars kinda Crazy? « Beloved Brands

  13. Pingback: Brand Focus: Great Marketers use the word “or” more than “and” « Beloved Brands

  14. Pingback: The Top 10 worst types of Advertising clients. Are you one of these? « Beloved Brands

  15. Pingback: Some of the Best Christmas Ads I’ve Seen « Beloved Brands

  16. Pingback: 5 Ads that will Give you Goose Bumps « Beloved Brands

  17. Pingback: 5 Ads that Will Make You Burst Out Laughing « Beloved Brands

  18. Pingback: Confession: I Killed Two Doctors in 2006 « Beloved Brands

  19. Pingback: Nike’s “Find Your Greatness” is Stealing away the Olympics again!!! « Beloved Brands

  20. Pingback: Five Great Ads Based on a Unique Consumer Insight « Beloved Brands

  21. Pingback: Five Best Sports Ads of 2012 « Beloved Brands

  22. Pingback: New TV ad from Samsung: Is it “smart” to Take on Apple? « Beloved Brands

  23. Pingback: How to ask Big Questions that get to Big Strategic Answers « Beloved Brands

  24. Pingback: I love Big Ideas that start off Small and cost Very Little « Beloved Brands

  25. Pingback: Finding your work Work Life Balance makes you a Better Brand Leader « Beloved Brands

  26. Pingback: Starbucks creates Magic at Christmas « Beloved Brands

  27. Pingback: 2012: Worst in Branding for the Year « Beloved Brands

  28. Pingback: Ten Resolutions for Brand Leaders in 2013 « Beloved Brands

  29. Pingback: Focus on Your Target: Make sure you Matter to someone that Cares. « Beloved Brands

  30. Pingback: Focus Your Target by Making sure you Matter to someone who Cares. « Beloved Brands

  31. Pingback: How to Be a Successful Brand Manager « Beloved Brands

  32. Pingback: Brand = Culture: How Culture can Help Your Brand Win « Beloved Brands

  33. Pingback: Manage Your Own Career with an Honest Self Evaluation « Beloved Brands

  34. Pingback: Manage Your Own Career with an Honest Self Evaluation « Beloved Brands

  35. Pingback: How to Be a Successful VP of Marketing « Beloved Brands

  36. Pingback: Best Customer Service Letter Ever « Beloved Brands

  37. Pingback: Apple: What Goes Up, Might Come Down « Beloved Brands

  38. Pingback: Love = Power = Profit « Beloved Brands

  39. Pingback: Everything Starts and Ends with the Consumer in Mind « Beloved Brands

  40. Pingback: REJECT OK, because OK is the enemy of Greatness « Beloved Brands

  41. Pingback: Ten Best Super Bowl Ads of All Time « Beloved Brands

  42. Pingback: How to be a Great Assistant Brand Manager…and of course, get Promoted to Brand Manager « Beloved Brands

  43. Pingback: Is Blackberry ripe for a Comeback? « Beloved Brands

  44. Pingback: Brand Management: Be a Great Brand Leader « Beloved Brands

  45. Pingback: 10 things that Good Advertising Should Do « Beloved Brands

  46. Pingback: Start a “Hate” page for your Brand, and See if People Show Up « Beloved Brands

  47. Pingback: Finance 101 for Brand Leaders « Beloved Brands

  48. This is my favorite presentation on this site so far – its a great summary of everything I learned in both business and marketing studies, so relevantly put together! I think its a nice ‘guide’ for marketing managers.

  49. Pingback: How to Get Fired as a Brand Manager « Beloved Brands

  50. Pingback: How to create a Brand Strategy Road Map « Beloved Brands

  51. Pingback: How to write a “MINI” creative brief? « Beloved Brands

  52. Pingback: How to work the Five types of Media to your advantage « Beloved Brands

  53. Pingback: 10 Annoying Things that give Marketers a Bad Reputation. STOP IT! « Beloved Brands

  54. Pingback: The Microsoft Tablet Disaster was so easy to Predict « Beloved Brands

  55. Pingback: How to Judge Advertising Copy: Approve the Good. Reject the Bad. « Beloved Brands

  56. Pingback: How to Build Your Media Strategy « Beloved Brands

  57. Pingback: What gets in the way of you loving the work you do? « Beloved Brands

  58. Pingback: How to run a Marketing Team « Beloved Brands

  59. Pingback: Best Tourism Ads on the Planet « Beloved Brands

  60. Pingback: Ten Nike Ads that Will Inspire You « Beloved Brands

  61. Pingback: What comes first, the media choice or the creative idea? « Beloved Brands

  62. Pingback: Why Can’t Brand Leaders Focus? « Beloved Brands

  63. Pingback: Emotional Advertising must start with an Emotional Brief « Beloved Brands

  64. Pingback: How to Analyze What’s Happening on Your Brand « Beloved Brands

  65. Pingback: Six Key Principles of Good Analytics for Brand Leaders to Follow « Beloved Brands

  66. Pingback: “Wow Apple, that Sucked!” Now you are just talking to yourselves. « Beloved Brands

  67. Pingback: How to give Feedback on Advertising Copy « Beloved Brands

  68. Pingback: How to Prioritize your Portfolio of Brands « Beloved Brands

  69. Pingback: How Brand Leaders can get great Advertising: the ABC’s of Good Copy « Beloved Brands

  70. Pingback: Is Samsung a beloved brand? Not quite, but it’s really likeable. « Beloved Brands

  71. Pingback: When it comes to Social Media, here’s why most Brand Leaders still don’t get it « Beloved Brands

  72. Pingback: AMC: Transformation from a sleepy Movie Channel to brilliant Production House « Beloved Brands

  73. Pingback: Better Brand Leaders, make Better Work and drive Better Results « Beloved Brands

  74. Pingback: 10 Laws of Forecasting to help Brand Leaders be better managing their business « Beloved Brands

  75. Pingback: Five Ads that connect powerfully by getting on the side of consumers « Beloved Brands

  76. Pingback: How to write a winning Brand Concept statement « Beloved Brands

  77. Pingback: How good do your Brand Plans look for next year? « Beloved Brands

  78. Pingback: While CPG led the way on TV advertising, they trail dramatically on Social Media « Beloved Brands

  79. Pingback: New John Lewis Christmas Ad (2013), from the company that does the Best Christmas ads « Beloved Brands

  80. Pingback: How to uncover and frame amazing Consumer Insights to help your brand « Beloved Brands

  81. Pingback: New Google Ad will make you cry, without understanding a word that is said « Beloved Brands

  82. Pingback: How generating more Love for your brand will make You More Money « Beloved Brands

  83. Pingback: Have your say: Is this Holiday ad cute or offensive? « Beloved Brands

  84. Pingback: Are retailers messing up “Black Friday”? « Beloved Brands

  85. Pingback: The most Beloved Ads of 2013, with story-telling dominating the list. « Beloved Brands

  86. Pingback: Captivating Ad about Working Women rivals Dove’s “Real Beauty” « Beloved Brands

  87. Pingback: The love and tradition behind the Starbucks Red Cups « Beloved Brands

  88. Pingback: 10 Things Brand Leaders should be do this week before the Holiday Break « Beloved Brands

  89. Pingback: New holiday ad from Apple will bring a sweet tear to your eye « Beloved Brands

  90. Pingback: How to lead a motivating Year End Review for Brand Leaders « Beloved Brands

  91. Pingback: Is your Brand Team good enough to achieve your 2014 goals? « Beloved Brands

  92. Pingback: So…what is a Brand? « Beloved Brands

  93. Pingback: Here are resolutions for 2014 that will Challenge you to be a better Brand Leader « Beloved Brands

  94. Pingback: Is Bose High Quality or Low Quality? Is Bose a Beloved or Hated Brand? « Beloved Brands

  95. Pingback: Brand Co-Creation: Brands and Consumers get equal say in developing a Brand « Beloved Brands

  96. Pingback: Why CMO’s are demanding more Creativity « Beloved Brands

  97. Pingback: Miley Cyrus six months later: If you’re over 22 you’re not the target « Beloved Brands

  98. Pingback: RETURN ON LOVE (R.O.L.): A new way to look at the power of Brands « Beloved Brands

  99. Pingback: That was not the Best Super Bowl…for ads either « Beloved Brands

  100. Pingback: 10 Ads that just might make you Cry « Beloved Brands

  101. Pingback: How to Win by Linking into the Consumers’ Need for A Life Change « Beloved Brands

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s