When all the elements of great strategy and tactics align, you have companies like Amazon and Southwest dominating their respective spaces. I really don’t need to name those companies that fail this test; you already know, and avoid, them.
Most of us approach our jobs in a very task-oriented fashion. We begin the day, with a list of “to dos” to be performed, and laying out some plan of attack to get our work done.
Completing these atomic elements of work is largely how our performance is judged. Anything that gets in the way of this is a distraction.
For the most part, we nominally consider these tasks “our job”; but, they are actually only the tactical means by which we do our job, and should be part of a larger strategy, dictating why we do the things we do.
When our strategies aren’t in alignment with the tactics we use to carry out that strategy, we’re doing tremendous harm. Maybe we’re touting a strategy of strong customer service, but purposefully implementing bait-and-switch tactics, or understaffing customer call in lines. Or, we espouse a strategy of being a low-cost leader, but implement a high-cost model of…
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