Look at the Legs on that Strategy
The term "Strategy" in day-to-day advertising, is thrown around as loosely as "Booty" is in modern day hip-hop. And even though both are constantly being referred to, no one can truly pinpoint what a good one looks like.
To add to this inappropriate and barely justified simile, as with "Booty", it's either not so much about having one, but rather, the quality of the one you have. Howell J.Malham JR in his book "I have a strategy (No you don't)", does a great job of explaining what a good strategy requires. He explains that a strategy should have:
- 1. A purpose
- 2. A plan
- 3. A sequence of actions or tactics
- 4. A distinct measurable goal
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