Viper Marketing & Communications Group

Keep Your Eye On The Strategy

Author: Neil Wilkins

Neil learnt his marketing with the likes of Orange, NatWest, BP Castrol and Ordnance Survey and now helps individuals and businesses to communicate more effectively. He trains and mentors marketers on professional Chartered Institute of Marketing qualifications through to post-graduate level.

There's a phrase in marketing and business text books called 'strategic drift'. This is all about setting a long term goal and then forgetting about it on a day to day basis as your short term projects and activities, challenges and issues, divert your attention towards the tactical.

Strategic drift is the outcome in the future where you end up, miles away from your original destination with little clue as to how you got there. For some this might be a good place but for most it's a confusing and disappointing conclusion and one from which it can take months and even years to recover.

Far better then to take care in your day to day activities that you always keep at least one eye on the big picture and those key strategic goals you set for all the right reasons.

There will be day to challenges and set backs you'll face en route because those are and always have been the inevitable challenges faced by modern businesses and organisations. But being constantly fuelled and driven by your long term strategic intentions is the key to a bright future.

If those strategic plans aren't in place do get in touch and I'll share how you do it. 

TOP TIP: Put aside one day a month with your colleagues to focus solely on your strategic planning

- Posted on Sunday 04 Sep 2011 at 09:59 by Neil Wilkins

Tags: strategic drift (1), strategic planning (3), strategy (27)