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.

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