Great strategy = concurrent mutually exclusive ideas.

Great marketing strategy is hard to develop, if it was easy, everyone would be doing it.

The difficulty lies in the need to hold several often opposing ideas in the brain at the same time, very hard for most.

First, where to compete. This may be geography, channel, product category, market segment, and so  on.

Second, how to compete. This may be the media used, branding strategy, articulation of the value and differentiation of the product, which of a choice of initiatives will be followed, which measures will be used, and so on.

Following one logic is easy enough, but the necessity to reconcile and make the trade-offs and choices necessary to hold two, many of which are mutually exclusive, is very hard.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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