Tuesday, October 23, 2012

The overuse of the word strategy

The other day I was asked what online jargon ticks me off (to give it a polite title).

My first thought immediately went to the complete overuse of the word 'strategy' amongst a lot of people in the online industry. Here's my reasons why I think the word has become so popular:

1. Agencies and online consultants can charge more if they use the word strategy
(yup, for some reason, using the word automatically means you understand it and how to apply it to a client's business)

2. It has become incorrectly interchangeable with the word 'plan'.
(All too often I hear things like "we need an implementation strategy" when what is really meant it "we need a plan to put this website live correctly")

3. Clients feel reassured by the use of 'strategy' to define their aims.
(Admit it, no client wants to label their approach as anything but strategic. It would be counter to a lot of anyone's ambitions to say something like "here's a presentation of our content marketing tactics")

4. There are too many digital strategies
Yup, that's right.... The equation to calculate the number of digital strategies within any organisation is:
(Number of people who think they 'get' the Internet + 1).

Perhaps we need a strategy for digital strategies?
Post a Comment