The difference I like to refer to is between 'being strategic' and 'doing strategy'. The difference is probably most keenly appreciated by strategists, who understand the head-banging complexity and hard work that the latter requires. Because everyone is capable of the former - and like to think they do it frequently in their working lives - the business of doing strategy is often a hard sell. Especially in earned media, where strategy has forever played second fiddle to tactics.
Going from there, how do we monetize the value of strategy at a fair price: hours spent? strategist experience? end deliverable? Some clients get it. But for smaller businesses for example that tend to be more focused on actions and results, it sounds like a fuzzy word and world.
The difference I like to refer to is between 'being strategic' and 'doing strategy'. The difference is probably most keenly appreciated by strategists, who understand the head-banging complexity and hard work that the latter requires. Because everyone is capable of the former - and like to think they do it frequently in their working lives - the business of doing strategy is often a hard sell. Especially in earned media, where strategy has forever played second fiddle to tactics.
Best of luck with the blog.
Going from there, how do we monetize the value of strategy at a fair price: hours spent? strategist experience? end deliverable? Some clients get it. But for smaller businesses for example that tend to be more focused on actions and results, it sounds like a fuzzy word and world.
I know this is a very broad question...