UNCOMFORTABLE
You’re saying, “What?! I don’t want an uncomfortable strategy!” Let us explain. We’re not talking pain, just a mild stretching, slightly beyond the well-worn groove of your comfort zone. So, let your strategy push you a little and leave comfy for cashmere blankets.
DOABLE
Yes, push yourself but keep it achievable. Big, bold bets are recommended but biting off more than you can chew is not.
TARGETED
Every successful strategy gets into the minds of those you are trying to influence (to buy your product, download your app, etc). Defining your audience will help you hit the target but developing detailed customer personas will shoot your marketing arrow right into the bullseye.
TESTABLE & TWEAK-ABLE
A strategy is not a static creation. It is a living, breathing part of your business that’s meant to bubble over and spill a bit as you test out hypotheses to see what works and more importantly, what doesn’t.