You are on page 1of 2

The purpose of this post is to clearly delineate the distinct differences between strategy and tactics,

and show how they work in tandem for your organization.

Often, we use the terms strategy and tactics interchangeably and in a haphazard manner. When
probing at online definitions and dictionaries, they often share many of the same characteristics,
making them difficult to differentiate. Rather than debate Greek military etymology, Sun Tzu
philosophy, or latest publications from the Harvard Business Press, heres a simple way to look at
strategy and tactics by their associatedactions:

[The difference between strategy and tactics: strategy is done above the
shoulders, tactics are done below the shoulders]
While a tweet-worthy catch phrase, this metaphor risks glib over-simplification. To explore deeper,
lets dissect strategy vs tactics in the following breakdown:
Breakdown: The Difference between Strategy and Tactics

Strategy Tactics
To identify clear broader goals that advance the
overall organization and organize resources.
To utilize specific resources to achieve
sub-goals that support the defined
Individuals who influence resources in the organization. They
understand how a set of tactics work together to achieve goals.
Specific domain experts
that maneuver limited resources into
actions to achieve a set of goals.
Accountability Held accountable to overall health of organization.
Held accountable to specific resources
All the resources within the organizations, as well as broader
market conditions including competitors, customers, and
economy. Yet dont over think it, to paraphrase my business
partner Charlene Li, Strategy is often what you dont do.
A subset of resources used in a plan or
process. Tactics are often specific tactics
with limited resources to achieve broader
Duration Long Term, changes infrequently.
Shorter Term, flexible to specific market
Uses experience, research, analysis, thinking, then
Uses experiences, best practices, plans,
processes, and teams.
Produces clear organizational goals, plans, maps, guideposts,
and key performance measurements.
Produces clear deliverables and outputs
using people, tools, time.
Strategy and Tactics Must Work in Tandem
These two must work in tandem, without it your organization cannot efficiently achieve goals. If
you have strategy without tactics you have big thinkers and no action. If you have tactics without
strategy, you have disorder. To quote my former business partner, Lora Cecere, she reminds me
that organizations need big wings (strategic thinking) and feet (capability to achieve).
To illustrate, heres some specific examples across different industries of how strategic goals can
be communicated with clear tactical elements, in a linear and logical order:
Strategy: Be the market share leader in terms of sales in the mid-market in our industry. Tactics: Offer lower cost
solutions than enterprise competitors without sacrificing white-glove service for first 3 years of customer contracts.
Strategy: Maneuver our brand into top two consideration set of household decision makers. Tactics: Deploy a
marketing campaign that leverages existing customer reviews and spurs them to conduct word of mouth with their
peers in online and real world events.
Strategy: Improve retention of top 10% of company performers. Tactics: Offer best in market compensation plan with
benefits as well as sabbaticals to tenured top performers, source ideas from top talent.
Strategy: Connect with customers while in our store and increase sales. Tactics: Offer location based mobile apps on
top three platforms, and provide top 5 needed use cases based on customer desire and usage patterns.
Strategy: Become a social utility that earth uses on an daily basis. Tactics: Offer a free global communication toolset
that enables disparate personal interactions with your friends to monitor, share, and interact with.
Action: Using Strategy and Tactics to advance your Organization
First, educate your staff and colleagues on the differences of terms and how they vary. Next,
ensure that all tactics align to business strategy, and all strategies take into account tactics on how
they will be achieved. Finally, cascade in all communication how strategy and tactics work in
tandem, advancing how your organization can see the larger goals, and better utilize resources to