I‘m not wired to begin working on a project at a tactical level. To do my work effectively, I must see the big picture. I like to understand how all the pieces fit together. I need to be guided by vision and strategy.
Marketing practitioners always experience a strong gravitational pull towards tactics. Often the urgency of doing something—anything—drags us away from a more thoughtful approach to being strategic and doing marketing right.
In these blog posts I challenge myself and others to be strategic and to think before doing.
- Three Things I Learned from Teaching Marketing
- 10 Things I’ve Observed about Vision and Strategy
- 10 Things I’ve Discovered about Marketing
- Raising Awareness Is Not a Marketing Goal
- Why Are You Telling Me This?
- Why Do We Need a Marketing Department?
- How Does Marketing Do It?
- The Difference between Mission and Vision
- Would You Rather Be Creative or Innovative?
- 10 Things Marketing Is NOT
- 10 Reasons NOT to Launch a Marketing Campaign
- There Is No Such Thing as the “General Public”
- Three Reasons Why I Write News Releases
- Two Guys Giving Birth to a Communications Plan
- My Mission as a Red Cross Communicator
- The Impact We Have Red Cross Communicators
- When Does a Cliche Become a Cliche?