There was no greater war leader and strategist than Chinese military general Sun Tzu. His philosophy on how to be a great leader and ensure you win in work, management, and life is summed up in these 33 pieces of advice.
Here is one of my favourite ones.
Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.
Tactics before strategy examples
1. Waiter approached a customer with a smile. (Always have a smile on your face when talking to customers). The customer walks out because there is a fly in his soup. Tactic without strategy.
2. Ask the customer: “Can I help you?”. Good tactic, however the customer has only just entered the store, still in a landing mode and does not even look up when you talk to her. In fact, she is annoyed with you and walks in the opposite direction. Tactic without strategy.
3. You deliver a full-page colour brochure with your newest product on the market to your client. Client throws it in the bin after you have left. The customer wants you to deliver it in a PowerPoint format so that he can use it in his presentation to the board. Tactic without strategy.
4. Post FAQ on your website and refer your clients to the page if they need assistance. However, your customers do not have regular reception out in the bush. Tactic without strategy.
5. Great poster to advertise tourism activities in your town. However most of your day-trippers search in Google on the day for activities they can do in your town. Tactic without strategy.
6. You encourage your customers to give you unstructured feedback. However, you do not have a system in place to capture the unstructured feedback. Tactic without strategy.
7. You have a mystery shopper in your store every month. But you do not have the time and the ability to use the information to improve customer engagement in your store. Tactic without strategy.
It is not to say that the above-mentioned tactics cannot work, it only demonstrates that many tactical implementations do not deliver the required outcomes. We need the right strategy in place that will provide a framework for the development of the right tactics that will make us money and save us money.