Strategy is bigger than tactics, as it can be one simple way to look at it. Strategy is not a “thing”. It is a vision which looks over the entire picture, as well as not missing any detail. Tactics in fact, is a part of the strategy, and the same works for goal and objectives. The key is to put a big question mark on each of them: How to make my product distinctive from the others? Where should I focus more? Why is this tactic better than the other? By asking specific questions about each move, we are getting closer to the big picture of strategic planning.
A good strategy provides clear answers to four key questions:
1. Where do we compete?
2. What unique value do we bring into the market?
3. What resources/capability do we utilize?
4. How do we sustain that unique value?
(Kryscynski, David. “What Is Strategy?” YouTube. YouTube, 05 Jan. 2015. Web. 20 Sept. 2016. <https://www.youtube.com/watch?v=TD7WSLeQtVw>)
In my opinion, the unique value is the most important factor. Whether it’s IKEA or APPLE, both of them successfully achieved their unique value in their products, and this value is often driven by ideas – and I mean the Revolutionary Ideas, the powerful will to change the existing market. Once you have the idea, then comes down to the resources: do we have the capital and technology to achieve our idea? Do we have enough people to make it happen? After that, comes down to the market: where should we aim our product? Who may be our potential competitors within that market? Then finally, gets to the question of sustainability: how to manage our product in order to maintain the quality of its value? Will the cost be too high or otherwise how to keep it down without losing its value?
Although strategy is different from tactics, strategy does not work without tactics. Each question above requires tactics to solve in order to fully analyze its possibility. They are both important factors for an organization because “they must work in tandem, without it your organization cannot efficiently achieve goals. If you have strategy without tactics you have big thinkers and no action. If you have tactics without strategy, you have disorder”. (Owyang, Jeremiah. “Jeremiah Owyang.” Web Strategy by Digital Business The Difference between Strategy and Tactics Comments. Matrix, 14 Jan. 2013. Web. 20 Sept. 2016.) Therefore strategy is THE big picture but comprised of many different aspects, and each of them are all crucial factors to the ultimate goal.