The Essence of (Marketing) Strategy

is, as Michael Porter says, choosing what not to do.
 
Strategy is the products that you don´t launch, the promotions that you don´t run, the sales channels and customer segments that you don´t pursue, the communication campaigns that you don’t conduct.
 
Two examples from my online strategy:
 
First, I spend a lot of time every day on interests like technology, investing, health and well-being, design and architecture. However, these topics rarely surface in my online communication, and never without a connection to the topics of marketing and behavioral science.
 
Second, you can find my content only on LinkedIn and through my newsletter. If LinkedIn had a feed that is not algorithmic but displayed every post of the people you follow, I wouldn’t even have a newsletter. The point is, you won’t find my content on Facebook, Twitter, Medium, or Instagram.

Apple understands strategy too. Compare the Instagram accounts of Apple and Samsung. On the Samsung one, you`ll see the same content that the company pushes across the web (including upcoming events and TV commercials). On the Apple one, there is nothing else, but photos and videos #ShotoniPhone.
 
Takeaway: Think strategically. Set limits.
 
Practice. Dream.
Lachezar

P.S. Didn't make it for the live webinar Conversations That Matter—What Advertising Can Learn From Evolutionary Psychology with Jordan Buck, Rory Sutherland, Eaon Pritchard and me? No problemas mis amigas y mis amigos. Here is the recording.