Strategy – A good strong “why” will stop the arguments!

Strategy

I found myself in the middle of a big argument with a colleague about a decision that had been made around an initiative.

To cut a long story short, it was cancelled and I wasn’t at all happy about it as I believed this was a really poor decision according to all of the well thought criteria and rationale that I had in my head!

He thought it was the right thing to do to cancel it and I thought it was totally wrong and we both argued tooth and nail for our point of view. In the end we had to agree to disagree as it would soon be dark as there was no shifting of our respective opinions.

I reflected after on this argument and the potentially damaging heated disagreement and realised that the absence of a clear strategy that would have given the argument a clear focus was the main reason that had us in a battle of words that was going nowhere fast.

Why?

If the why (or the strategy) was clearly established, understood and agreed in advance of our “argument” then there would have been a good chance that we may have had no need for any conversation!

Armed with a good ‘Why’ a logical decision could have been made by answering a few basic questions:

– Who is our agreed target audience?

– Why are they important to us?

– What is our agreed objective for that audience?

– What are the best tactics for reaching that audience?

– How did this initiative work as a tactic that delivered the objective for this audience?

– What were the KPIs that were agreed to assess the success of the initiatives?

– What was the cost of the initiative?

– How did the initiative work in the past and how did it perform against the agreed KPIs?

– Could anything have been done to improve the performance of the initiative?

– Are there other alternative tactics that would deliver the same or better results?

With a strong and transparent assessment framework that is rooted in a clear strategy our conversation would have been very straightforward.

Have a strong why that everyone agrees with and your life will be much easier all round !

p.s. I know I was right!

Greg 

Greg Canty is a Partner of Fuzion Communications who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

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