One of the outcomes of developing a viable strategy is defining goals. Without having clearly defined goals and carefully chosen tactics that support those goals, you obviously won’t be able to gauge your progress and make adjustments to your strategic plan. That being said, I’ve seen too many people confuse strategy with goal setting. They are not the same thing and it’s important to understand the difference between the two. Strategy is an exercise in problem solving. While the problem may be as varied as the development of your platform, the launching of your book, the way you will gain market share or the way you will differentiate yourself and your content in the market place, these are all problems that a well thought out strategy is focused on solving. Goals that support the strategy are critical, but goals do not solve problems. Goals are a measure of progress. Goals support the strategy. For more information on building a thought leadership marketing campaign, content marketing campaign or business strategy for marketing your book/and or content, visit thoughtleadershipleverage.com thoughtleadershipleverage.com 917.741.1881 info@thoughtleadershipleverage.com Copyright © 2015 Thought Leadership Leverage. All Rights Reserved.

1. Strategy is Not the Same as Goal Setting
Peter Winick

2. Outcome of Developing a Viable Strategy
Without having clearly defined goals and
carefully chosen tactics that support those goals, you
obviously won’t be able to gauge your progress and
make adjustments to your strategic plan.

3. Goals that support the strategy are critical,
but goals do not solve problems.
Goals are a measure of progress.
Goals support the strategy.

4. A Strategy Is Not:
• A list of activities
• Descriptions of various tactics

5. Can You Articulate Your Strategy?
What problems in the marketplace are you and your
work uniquely qualified to solve and why do you
believe that to be so?
If your strategy can’t be articulated clearly and
concisely there probably isn’t one in place…
Activity = Activity ≠ Strategy

6. For Example
If the problem is getting the body of work out to a
broader audience, several strategies can be
designed depending on the unique strengths of the
thought leader and his or her organization.
They may choose to:
• License their content to others
• Build a;
‐ Training company
‐ Consulting firm
‐ Tools-based company
• Partner with other authors or organizations

7. Set of Specific Goals
For each of these strategies a set of specific goals
can and should be created to measure the progress
and make the necessary tweaks, but the strategy of
partnering or licensing is a way to solve the problem
of getting the work out to a broader audience.
The goal of researching a list of potential
partners is just one of many tasks that need to
be accomplished and support the strategy.

8. So What is the Point?
Fair Question!
The point is to have a strategy that has
the best chance of solving your specific
problem, have goals that are aligned to it,
and to not confuse the two as they serve
very different purposes.

9. How?
The Thought Leader may be involved at some level
or even own specific tasks. But a process needs to
be put in place.
AND
A disciplined approach to effectively monetizing the
body of work needs to be launched.

10. About Peter Winick
Peter Winick has over twenty years of
experience working with a variety of
thought leaders, authors and gurus to
help monetize their content through
books, keynote speaking, consulting,
and the creation of training services,
products and assessment tools. From
the strategic stage to the creation of
sales and marketing solutions, he helps
companies use thought leadership as a
strategic marketing tool that drives
business results. Visit
www.thoughtleadershipleverage.com
for more info.