As in the “normal” Universe, also in the business one, there is a great force that has been ignored and misunderstood by too many entrepreneurs. Most of us talk about it, but in fact, almost everyone thinks of it as a mystical Mambo Jambo.
Strategy is the thing between things that we see and touch, but as dark matter, it has never been really understood or figured out, even if it brings a lot of value.
It’s where imagination, dreams, thoughts, and projections reside. It’s a medium field with wisdom and experience where instinct and logic shake hands.
Strategy is what bridges a company need with good execution. Everything becomes infinitely more valuable if immersed in strategy because it knows how to generate compound interest in terms of gains no matter what they will be: brand equity, cash flow, or impact.
If you need a content piece then the strategy will help you figure out the What and How. If you need a creative idea the strategy will give you a reason why argument.
If your brand is an eternal compass for decision-making and business focus then the strategy is its needle for your business true north.
Strategy is the most important piece of service that you’ve never paid for yet.
It’s not your fault.
Most people give strategy away because they’re afraid they’d lose your business if they don’t. The copywriter does your strategy when he decides what to write about and in choosing the tone of voice of the content. The designer does your strategy when deciding your art direction. And so on.
Because a lot of contributors “play your strategy by the ear” activity, most companies’ strategies are tangled and not sustainable. In fact, they’re bad.
Another problem with the strategy is that is untangible and it costs a lot. But then so is the magic that a Mourinho did for Chelsea, as its soccer coach.
Mourinho did not score a single goal, but you never would’ve questioned his millions in salary.
The conductor of the New York Philharmonic doesn’t play any instrument. He just waves his stick around (you could say in the most simplistic way). Do you think his work matters? Yes, you do.
Strategists could be as valuable as these guys.