Home
>
Strategic Planning
>
Strategy Without Tactics is Futile

Strategy Without Tactics is Futile

From time to time there seems to be a flurry of studies and surveys on effective communication in the workplace. As a communication specialist, I'm always eager to read these studies, but am often disappointed with what I see. That's because they all seem to be about communication strategy.

? We must put in place strategies to get our message out to our various publics.

? We must have a communication strategy so that our image and reputation will be disseminated in the way we want it.

It all sounds so one-sided, and even worse, so one-dimensional.

According to my Oxford Dictionary, "strategy" is a military term defined as "generalship, the art of war; management of an army or armies in a campaign; art of so moving or disposing troops or ships as to impose upon the enemy the place and time and conditions for fighting preferred by oneself."

That's all very well as far as it goes, but there are two problems. First, if your soldiers don't have the necessary skills to move the army along, they will never reach the strategic position in the first place. Second, if they don't have the appropriate fighting skills, they won't know what to do once they are in position.

In order to make use of a strategy, you need the other half of the equation: tactics. The same dictionary defines "tactics" as "the art of disposing military or naval forces in actual contact with the enemy". In other words, once your strategy is in place, you must use tactics that will convert your plan into results.

In today's complex, many-faceted workplace, too many laudable communication strategies fail, or at least achieve limited success, because of lack of attention to tactics. By tactics, I mean the way we use applied communication every day to get the work done. As I often tell my audiences, this is not about a system-it's about the skills of those using the system. If the soldiers are not trained in the skills they need to get to the place of engagement as well as to fight the battle, then where is the value of a strategy?

In workplace terms, if employees at all levels don't have the skills to transfer information through presentations, through person-to-person discussion at meetings, through articulate discussion with the media, through the written word in all its forms, to interact with colleagues, customers and other stakeholders-then even the most ambitious strategy is doomed to failure from the start.

Effective workplace communication takes two components: the will and the skill- and one is of no use without the other. Your sales force may be very willing to sell your products, but if they haven't been given the necessary skills they'll starve. Newly promoted, enthusiastic young managers may well have the will to excel in their new responsibilities, but without the necessary training how will they have the skill to run effective meetings, motivate their people or lead winning teams?

Soldiers must be trained to carry out military tactics; employees must be trained to communicate effectively in all workplace interactions.

This is why applied communication is "The Hidden Profit Center". Find those places in your organization where communication is breaking down, and take a close look at what that costs in monetary terms. Identify the missing skills and supply the training necessary to provide them. After a predetermined length of time, quantify the savings in time, opportunity and people: that's your Hidden Profit Center, and you'll be amazed at how enormous it can be.

You may reprint this article for your online or print publication so long as you include the complete article and the following paragraph:

Helen Wilkie is a professional speaker, consultant and author who helps companies save their money and people save their sanity through better communication. For information about "The Hidden Profit Center", visit http://www.mhwcom.com/pages/thehiddenprofitbook.html While you are on the site, subscribe to Helen's e-zine, "Communi-keys", to receive free monthly communication tips and techniques. Communicate and Prosper!

executive chauffeured services Bradford .. Madison to Airport car

In The News:

Getting virus alerts on your iPhone? Tech expert Kurt “CyberGuy" Knutsson helps you learn how to handle fake scam alerts and boost security.

Tech expert Kurt “CyberGuy" Knutsson says opening emails is safe, but risks arise from interacting with links, attachments or HTML content.

Tech expert Kurt “CyberGuy" Knutsson reveals four signs of compromised Social Security numbers and offers five steps to protect yourself.

Tech expert Kurt “CyberGuy" Knutsson discusses how MAB Robotics' Honey Badger 4.0, a versatile robot, now walks underwater with amphibious skills.

An updated Android trojan called FakeCall hijacks bank calls. Tech expert Kurt “CyberGuy" Knutsson says Android phone manufacturers and Google need to step up their game on security.

The Massimo Modular E9 is a sleek, smart and comfy tiny home in 409 square feet. Tech expert Kurt “CyberGuy" Knutsson takes a closer look at what the future of housing might look like.

Every stock trader should consider a virtual private network to safeguard their trading, according to tech guru Kurt "CyberGuy" Knutsson.

Apple recently announced its new lineup of Macs and rolled out Apple Intelligence, its latest artificial intelligence-powered feature for its products.

A Swiss-engineered robot can climb ladders, showing why it's at the cutting edge of autonomous robotic solutions for harsh industrial settings.

Kurt "CyberGuy" Knutsson presents the cities targeted most by robocalls, why this is happening and what you can do about it to protect your privacy.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents

Kurt "CyberGuy" Knutsson shares tips and suggestions for how to get the best use out of the updated Calendar app available with the latest iOS update.

Your Social Security number, your unique identifier used for many purposes, has likely been leaked on the Dark Web; here are some steps you can take to protect yourself.

Researchers have developed a new technology that creates strong, sticky fibers capable of lifting objects and capturing things from a distance.

Smart rings track the same things that smartwatches do, including steps, sleep and a general overview of your overall health, and they tend have more battery life than smartwatches.

Researchers have developed a robotic finger that can perform routine medical exams like those conducted by doctors, helping to address the growing shortage of trained professionals.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Insurance administrative services company Landmark Admin reported that a data breach from a May cyberattack affected over 800,000 people.

Sotheby's will auction the first artwork created by Ai-Da, the world's first robot artist created in 2019 by British gallerist Aidan Meller.

More than 250 million users of the Verizon Messages app will have to switch to another app. Verizon is shutting down Messages in the next month.

Tech expert Kurt “CyberGuy" Knutsson provides a list of 10 celebrities who are the most targeted by deepfake scams, including Tom Hanks.

Tech expert Kurt “CyberGuy" Knutsson discusses how Vast's Haven-1, launching in 2025, transforms space living with human-centric design.

UnitedHealth confirms over 100 million Change Healthcare users had their data stolen. Kurt “CyberGuy" Knutsson reveals what happened and what caused the breach.

Tech expert Kurt “CyberGuy" Knutsson explains how iOS 18 brings new text formatting and animated effects to the Messages app.

Whether you're a social media veteran or novice, Facebook friend request scams are common. Kurt the CyberGuy provides tips to keep your account safe.

Strategy Without Tactics is Futile

Strategic Planning