Strategy is sacrifice



What is ‘good strategy’? Such a simple question, but the answer often gets complicated.

“Perfection is achieved not when there’s nothing more to add, but when there is nothing left to take way” Antoine de Saint Exupéry 1939

As marketers, we can easily to get caught amidst loud, new and flashy advertising methods when trying to formulate our plans to stand out. However, research findings indicate that too many messages and channels distract consumers from the buying making decision. According to research by CEB, complex copy and stories in advertising aren’t the way to build business.

Research through over 100,000 consumer interviews found:

  • 86% were more likely to buy your product if the messages from the brands are simple
  • 115% were more likely to recommend your brand if the messages are simple

Strategy is not about adding more and more. Strategy is about taking stuff away. Stripping back complexity until there is only one single powerful thought. Good strategy is taking away anything that’s unnecessary, until we have a leaner and more efficient piece of communication than the competition.

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