Strategy definitions and Trojan Horse example
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What's the difference between insights, implications, strategy and tactics? The definitions are often confused in marketing, so I created this for a workshop... used Trojan Horse as a way to make it accessible.
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Strategy definitions and Trojan Horse example
- 1. Using Trojan Horse example to clarify strategery definitions By Kevin Nalty Public domain image
- 2. 4 TACTICS Concrete steps in a shorter timeframe 3 STRATEGY Overall the path to achieve objective 2 IMPLICATIONS Barriers, opportunities, and any other considerations that determine how actionable the insight is 1 INSIGHT Fact(s), research, data or analysis that induces meaning and furthers understanding of a situation or issue that will inform strategy Definitions
- 3. Issue: Paris of Troy abducted the wife of Menelaus, the king of Sparta in Greece Objective: The Greeks sought to overtake the city of Troy 1 INSIGHT The siege of Troy had lasted a decade. And the Greek’s research department identified the city of Troy was 98.2% invulnerable from the outside 3 STRATEGY Seize Troy via surprise attack from inside 4 TACTICS • Dig a tunnel • Hire double agents • Create invisibility cloaks Or… (big build) A TROJAN HORSE 2 IMPLICATIONS • Barrier: Greeks lack manpower for front assault • Opportunity: Subterfuge could catch Troy off guard • Consideration: Lives are at risk
Editor's Notes
- Today’s focus is on fine tuning insight based on its implications and whether it’s actionable. Today, there’s no need to articulate strategy and tactics.