This Is Marketing: You Can't Be Seen Until You Learn to See

by Seth Godin

If you tell your competition your tactics, they’ll steal them and it will cost you. But if you tell them your strategy, it won’t matter. Because they don’t have the guts or the persistence to turn your strategy into their strategy. Your goal is the change you seek to make in the world. It could be the self-focused goal of earning money, but it’s more likely to be the change you seek to make in those you serve. The goal is your shining light, the unwavering destination of your work. Your strategy is the long-lasting way you’re investing in reaching that goal. Your strategy sits above the tactics. A strategy might be to earn trust and attention. A strategy might be to be seen as the best and maybe only alternative. A strategy might be to have alliances and partnerships that enable you and your message to reach exactly the right people. The way you use stories, status, and connection to create tension and forward motion is a strategy.