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We’ve created a simple worksheet to help differentiate between goals, strategy and tactics. Transform action into results.

Set Your Goal

Set the target you are aiming for. This could be a sales target, annual revenue growth, increased audience reach, or a personal milestone.

Define Your Strategy

Devise a strategy for achieving your goal. For example, revenue growth could come from launching a new product or reaching a wider audience.

Choose Your Tactics

Tactics divide your strategy into actionable ideas. For example, hosting an event, publishing blog articles, or setting up an online booking form.


The bottom line is that tactics can and should change as you test new ideas. Analyse what works and see which ideas resonate best to gets results. Your overall strategy, however, should remain constant for a longer period. Don’t abandon your strategy simply because a tactic isn’t getting traction.

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Brand Notes: Customer Service

The other day I witnessed an example of excellent customer service that I wanted to share as inspiration.

The Great Hot Air Balloon Adventure

I recently read a story from Richard Branson about how UK airline Virgin Atlantic had begun giving a picture book called The Great Hot Air Balloon Adventure to children on selected night flights.