Aaahh, personas. Those imaginary people that all planners invent to help inspire our marketing.
At their best, personas are like our childhood imaginary friends – so real that we can almost hear their voices in our heads. At their worst, they’re cardboard-cutouts, boring “average” people designed to appease everybody and please nobody, with 2.1 kids and a dog, who haven’t existed outside of a Norman Rockwell painting in half a decade.
Continue reading “7 useless facts about your personas”
There must be thousands of blog posts out there about the difference between strategy and tactics. You can find 'em in a Google search, but don't bother. I'll save you the trouble.
See, they all pretty much follow the same formula. They start off by bemoaning the fact that nobody else in the WHOLE WIDE WORLD understands the difference between strategy and tactics. They usually cite a few examples in here of poor, misinformed clients, colleagues or even bosses, to illustrate their point that they are SO MUCH SMARTER than everyone else and that this mysterious distinction is something that only they can get. They then proceed to give their own definition, which is accurate to varying degrees, tends to make some sort of reference to ancient Chinese warfare, and is of course illustrated by an example or two. Finally, they wrap up with an admonishment against using the wrong lingo, and usually a self-plug about why they can develop kick-ass strategies that really, truly are strategic. (And not the least bit tactical.)
Here's the thing, though: Most companies don't want strategies. Most companies want tactics.
Continue reading “Strategy versus tactics”