Strategic planning is an essential skill for any marketer. Big companies tend to go overboard, sometimes spending too much time planning every detail of a course of action, but in smaller businesses we tend to commit the opposite sin: We just shoot from the hip.

How can we be more strategic in our decision-making without getting bogged down in complex planning?

There’s a simple way to make strategy a part of every decision you make, and it’s as easy as realizing you’re already making strategic decisions about things in your everyday life, all the time.

It might feel like we’re…


Cans of “Business Success” soup in the pop art style of Andy Warhol
Cans of “Business Success” soup in the pop art style of Andy Warhol

In marketing, there is no word more misunderstood than strategy. Like art (another complex but thoroughly debased conceptual term), strategy is something most people seem dismissive of and threatened by in equal parts, without even being able to agree on what it is in the first place.

The word is so overused in business and marketing it has become the Kleenex of “thinking” work — a kind of generic trademark for anything that precedes the execution phase of a project, from analyzing a competitor’s advertising to making a to-do list.

Job boards are littered with strategist roles that can’t seem…

Chris Frampton

Toronto-based brand, design, and marketing strategist.

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