“What do marketers who focus on strategy do all day?”
Truth is, we do a lot. So, in classic strategist style, I wrote up a little manifesto to help explain WHO we are to help shed light on some of WHAT we do.
As strategists, we are:
We are voracious learners in our field, always seeking to improve our strategic and technical expertise. We can’t succeed without this habit.
We spend time researching the best ways to do things, finding customer insights, and building strategies around what we discover.
Our job is to create multi-faceted yet cohesive visions that get business results. We’re always dreaming and sharing our visions.
Our job is largely about allocating resources (people, time, money) to the areas most likely to produce the greatest return on investment.
Meaningful outcomes require thoughtful planning. We lay out the steps needed, in a priority sequence, to ensure successful outcomes.
We don’t just live in the clouds. We spend our free time playing in the dirt, getting our hands dirty, experimenting, and finding joy in the technical parts of our craft.
A good outline is half the thinking. We uncover what ingredients are needed for a project to succeed and create briefs and outlines to inform the process.
People depend on our ideas to get real business results. And our ideas depend on people to get implemented. We create alignment and guide projects to success.
The truth often lies between the words that are spoken. We listen closely, ask questions, and repeat our understanding to ensure we’re hearing what’s important.
Most things need to be figured out together. When the creative vision meets the realities of implementation, we collaborate to help iron out the details.
Our job is to help people see what we see. We spend time sharing our knowledge to make sure everyone is aligned and on board with our vision.
We are thinkers. Always imagining new ideas and ways to implement them within the inherent constraints of all projects.
We seek and analyze data—qualitative and quantitative—and interpret meaning behind seemingly disparate pieces of information.
We strive to read the invisible forces impacting success.
Our intuition often knows a lot more than our conscious mind. We pay attention to our gut instincts and how we feel. We combine logic with feeling to create some of our best work.
Our work requires us to communicate clearly and effectively with all stakeholders. We aim to think clearly so we can communicate clearly.
We operate neither below nor above anyone else. We are peers with the CEO and the front-line workers. We have a job to do like everyone else—and play only one small part in the success of our work.
By nature, we are unconventional. We do things our own way. Always have. But that’s also what makes us good at what we do, so we embrace our rebellious tendencies.
We behave professionally and ethically. We deliver on promises. We manage expectations. We tell the truth. We are courteous yet direct. We act in the best interest of our clients.
Every situation is unique. What worked yesterday may not work today. We treat every situation with a beginner’s mindset and avoid blindness and dogmatic thinking.