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Good marketers are also great strategists.  Think about it:  You’re in for the fight of your life.  You want to win.  You need a game plan … a marketing strategy.  How are you going to get there?  What are you going to do?  How are you going to leave your competition in the dust?  Who’s in your way?  Where are they vulnerable?

Okay, so now who are you going to tell?  Where’s the best place to find them?  How can you make sure they’ll listen?  How do you get them to buy in … and come back for more?

You’ll also need a creative strategy.  What’s the right message?  What’s the right tone?  How will you get your audience’s attention?  How will you get them to do what you want them to do?

But the strategic thinking that really excites me has nothing to do with advertising.  It starts long before.  It’s about the customer experience.  It’s about delivering products and services and ‘service’ your customers want and need — not what you want to give them.  It’s about listening.  It’s about re-thinking.  It’s about being innovative.  It’s my current obsession.

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