Don't Miss a Thing
Free Updates by Email

Enter your email address


preview  |  powered by FeedBlitz

RSS Feeds

Share |

Facebook: Seth's Facebook
Twitter: @thisissethsblog

Search

Google


WWW SETH'S BLOG

SETH'S BOOKS

Seth Godin has written 12 bestsellers that have been translated into 33 languages

The complete list of online retailers

Bonus stuff!

or click on a title below to see the list

all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

ONLINE:

IN STORES:

free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

ONLINE:

IN STORES:

linchpin

Linchpin

An instant bestseller, the book that brings all of Seth's ideas together.

ONLINE:

IN STORES:

meatball.sundae

Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

ONLINE:

IN STORES:

permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

ONLINE:

IN STORES:

poke.the.box

Poke The Box

The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

ONLINE:

IN STORES:

purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

ONLINE:

IN STORES:

small.is.the.new.big

Small is the New Big

A long book filled with short pieces from Fast Company and the blog. Guaranteed to make you think.

ONLINE:

IN STORES:

survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

ONLINE:

IN STORES:

the.big.moo

The Big Moo

All for charity. Includes original work from Malcolm Gladwell, Tom Peters and Promise Phelon.

ONLINE:

IN STORES:

the.big.red.fez

The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

ONLINE:

IN STORES:

the.dip

The Dip

A short book about quitting and being the best in the world. It's about life, not just marketing.

ONLINE:

IN STORES:

the.icarus.deception

The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.

ONLINE:

IN STORES:

tribes

Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

ONLINE:

IN STORES:

unleashing.the.ideavirus

Unleashing the Ideavirus

More than 3,000,000 copies downloaded, perhaps the most important book to read about creating ideas that spread.

ONLINE:

IN STORES:

v.is.for.vulnerable

V Is For Vulnerable

A short, illustrated, kids-like book that takes the last chapter of Icarus and turns it into something worth sharing.

ONLINE:

IN STORES:

we.are.all.weird

We Are All Weird

The end of mass and how you can succeed by delighting a niche.

ONLINE:

IN STORES:

whatcha.gonna.do.with.that.duck

Whatcha Gonna Do With That Duck?

The sequel to Small is the New Big. More than 600 pages of the best of Seth's blog.

ONLINE:

IN STORES:


THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




Blog powered by TypePad
Member since 08/2003

« Are we solving the same problem? | Main | Weirdest billboard ever (or brilliant targeting) »

When tactics drown out strategy

New media creates a blizzard of tactical opportunities for marketers, and many of them cost nothing but time, which means you don't need as much approval and support to launch them.

As a result, marketers are like kids at Rita's candy shoppe, gazing at all the pretty opportunities.

Most of us are afraid of strategy, because we don't feel confident outlining one unless we're sure it's going to work. And the 'work' part is all tactical, so we focus on that. (Tactics are easy to outline, because we say, "I'm going to post this." If we post it, we succeed. Strategy is scary to outline, because we describe results, not actions, and that means opportunity for failure.)

"Building a permission asset so we can grow our influence with our best customers over time" is a strategy. Using email, twitter or RSS along with newsletters, contests and a human voice are all tactics. In my experience, people get obsessed about tactical detail before they embrace a strategy... and as a result, when a tactic fails, they begin to question the strategy that they never really embraced in the first place.

The next time you find yourself spending 8 hours on tactics and five minutes refining your strategy, you'll understand what's going on.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451b31569e2011571e54dd7970b

Listed below are links to weblogs that reference When tactics drown out strategy:

» Law firms mistakenly focus on social media tactics over strategy from Real Lawyers Have Blogs
Seth Godin's post this morning, 'When tactics drown out strategy' may as well have been directed to law firms' flawed use of social media, including blogging. New media creates a blizzard of tactical opportunities for marketers, and many of them... [Read More]

» Too strategic or not strategic enough? from The Freak Factor
During my managerial career, I was often criticized for focusing too little on details, tactics and operations. I was told that I focused too much on vision, strategy and the big picture. How did I fix this weakness? How did... [Read More]

» Did you forget about Strategy? from Hear 2.0
This may be the single biggest challenge I see facing broadcasters, and Seth Godin sums up both the problem and the solution: New media creates a blizzard of tactical opportunities for marketers, and many of them cost nothing but time,... [Read More]

» Fish Where The Fish Are... Or Not from paul isakson // everything can always be made better
Flickr // CaptPiper Saturday, Matt Dickman wrote a post which triggered a comment from me, due to another person's comment in reaction to Matt's post. I thought that given the length of my comment, it was worth cleaning up a bit and posting here. The c... [Read More]

» Doing the hard stuff from Useful Lunacy
Last week a friend asked for help counseling a company which seemed to be addicted to advertising via the Sunday Circular. The question: What should this company do, if (when?) the newspaper business folds up? Around the same time I... [Read More]

» Why I Love Seth Godin. The Attitude of Success. from Morawski & Company Business Development for a Left Brain World Through Social Media
I love Seth Godin. No, I’m not ready to get a room and I don’t have the T-shirt. But if he ever made them I sure hope he sends me one. In the interest of full disclosure Seth and I have a bit of history together... [Read More]

« Are we solving the same problem? | Main | Weirdest billboard ever (or brilliant targeting) »