What's the Difference Between 'Strategy' and 'Tactic?'

strategy-vs-tacticsTwo of the most common words in the flack’s vernacular (next to coffeeare strategy and tactic. 

According to Michael Porter, strategy leader and author of Competitive Advantage: Creating and Sustaining Superior Performance, “Competitive strategy is about being different. It means deliberately choosing a different set of activities to deliver a unique mix of value.”

The conundrum in this industry is that, although you have to think (strategy) before you do (tactic) anything, these two terms are often used interchangeably. It seems “being different” is understanding the difference in the first place.

This should help…

In short, a strategy is a larger, overall plan that can comprise several tactics, which are smaller, focused, less impactful action items that are part of the overall plan.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in