Dave: I totally agree on the need to add personal beliefs, etc. to strategy. Great comment.

Terry and Richie: Thanks for driving by!

“When you think strategically, you think about how to get from A to Z. You do not think of tactics like blogs or press releases.”

There’s an old Japanese proverb that says, “Vision without action is a daydream. Action without vision is a nightmare.”

I couldn’t agree more that strategy is a way of thinking. I would add that strategy is even more encompassing. It not only has to do with what you think, but what you feel, and what you do.

When I work with organizations, I help them to discover, define & delineate their purpose, vision & mission, then tie that to measurable objectives, strategies & action plans. For a strategic approach to be effective, it must first answer fundamental question. For example:

1. Regarding Purpose (which has to do with HEART, what you FEEL) – Why do you exist as an organization, or why does this segment, function or activity of your organization exist? What is it that you have been put on earth to do, what is your message to the world? What is your passion, or the heart behind what motivates you? What do you feel it is that that really gets you going with contagious excitement and enthusiasm and makes people want to become engaged with you? If you don’t care, why should anyone else?

2. Regarding Vision (which has to do with CLARITY, what you SEE) – Where are you going with your purpose, what’s the best case, ideal end result you are looking for? What do you see that others need to see? What insight, solution to the problems, or vantage point do you have that others could benefit from? How are you leading others toward that vision? If you can’t see where you’re going, why should anyone follow?

3. Regarding Mission (which has to do with ACTION, what you DO) – How do you carry out your purpose practically? What do you do that gets massive results? What action have you taken that practically demonstrates your ability to accomplish great things? If what you do doesn’t work, why should anyone listen to you?

Once this foundation is in place, you can then put measurable objectives in place, adopt specific strategies that tie back to those objectives, and THEN determine what tactical work needs to be done to accomplish the goals, just like the farmer example you gave.

I’ve used this strategic approach in my business and in my personal life with my family. The failure of the educational system to impart this intentional, strategic approach to life is one of the reasons we choose to homeschool our children. Our desire is to raise up competent communicators who can make an impact on their world, according their passions, gifts and callings, and to be intentional about what that impact will be.

Excellent post, Geoff! Way to raise the bar and provoke people to shake off their dullness and sharpen their focus. Let’s hope they’ll take action with a clear understanding of why they’re taking that action in the first place.

From a PR practice perspective, I think it’s important for students to learn strategy — especially in their social media classes — because experienced practitioners who are familiar with traditional media strategy may not transfer that way of thinking to online approaches.

From my experience, I’ve spoken with professionals with years under their belt whose questions seem very tactic-focused when I explain the basic theory of online communities. Then again, maybe they already understand the strategy…?

Thanks for the reminder. :)