What My Window Cleaner Taught Me About Achieving Success

by Phil Shirley on 21-12-2011

Not everyone understands the difference between objectives, strategies and tactics, but my window cleaner, who has built up an enviable long serving customer base, has got it spot in.

He asked for some tips on what PR tactics he could use to drive a new business development campaign. “Depends on your objectives and strategies,” I replied.

“Easy,” he said, “simply put, my objective is what I am trying to accomplish, which is to try and win more commercial business, particularly hotels. My strategy is how I plan to achieve the objective, so one strategy I have is to raise awareness of my business among hotel owners and managers within a 10-mile radius of our base.  The tactics will provide the final level of detail in my plan.” 

I am happy to say that the tips I gave my accomplished friend became the granular activities that drove towards his strategy, and which ultimately fueled the accomplishment of his objective.

Too few people understand the difference between these three areas. If they’re on the client side, they’re the ones who, despite the great program delivered, still ask “but how many media impressions did we get” even if the business results are there for all to see. On the agency side, well, they’re the ones who risk those same clients never having the business results to ignore in the first place. It’s critical that people get their heads around this, as these parts of your plan ensure you’re driving at the right result.