marketing 2.0, Toby Elwin, blog, communications,

Marketing 2.0 – You better free your mind instead

Marketing was a constant assault is ever louder, obnoxious, efforts to overcome TiVo, the VCR and DVR, our iPod, satellite radio, and our Internet to gain our attention.

We are tired.

We cope, with filters.

We cope, by blocking their information.

We stop reading, we are tired of your marketing and public relations hype everywhere we turn throughout our day.

What is Marketing 2.0.

tasmanian devil, strategic plan, Toby Elwin, blog

The devil in the details — the strategic plan

I find people have a tendency to become too involved too quickly with tactics. Tactics include what to buy, what to build, what to move. Strategy is why build, why buy, why move.

Much of your organization is involved in the detail of execution, it is illogical they are not strategically aligned. When your team discovers tactics they deliver align to organization goals there is clear purpose in what they do.

Purpose provides motivation.

The meat of the strategic planning process is the goals-objectives-actions value chain. People may have other definitions for goals, objectives, and actions, and bristle at the rigidity of the definitions, however, a single use for each term will remove interpretation and confusion.