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Strategy Consultant
Strategy and tactics
Most of us are afraid of strategy, because we don’t feel confident outlining one unless we’re sure it’s going to work. And the ‘work’ part is all tactical, so we focus on that. (Tactics are easy to outline, because we say, “I’m going to do this.” If we do it, we succeed. Strategy is scary to outline, because we describe results, not actions, and that means opportunity for failure.)
People often get obsessed about tactical detail before they embrace a strategy. As a result, when a tactic fails, they begin to question the strategy that they never really embraced in the first place.