10 rules to a better
marketing strategy

One – purpose
Be clear on your objectives. What does
success look like? Decide what’s really
important. Prioritise.

Two – initiative
Drive the market. Act rather than react.

Three – flexibility
Stuff happens. Stick to the overall objectives
but be flexible on how you get there.

Four – time
Is it on your side? Can you act faster?
Can you play a waiting game?

Five – concentration
Focus your efforts and resources where you
can achieve the greatest success.

Six – surprise
Refuse to be predictable. Keep competitors
off guard. Be sneaky.

Seven – simplicity
A complex strategy is generally a poor strategy.
Keep it simple stupid (KISS).

Eight – unity
Good strategies die in committees. Have a
limited number of people making key decisions.

Nine – morale
You have to believe you can win.

Ten – asymmetry
“Do what others can’t or won’t.”
Anita Roddick

Want to know more?
Download the expanded article at
www.12thday.co.uk/10-principles/