The Goal of Planning Isn’t the Plan

We’re all about planning here. We believe in strategy and tactics. They’re an essential part of precision marketing. That’s what our VisionBuilder is all about—specifically, strategizing the effective use of the tools that we can provide to our clients.

Our CEO, Bill Byrne, states it this way. “There are only two primary characteristics of winning organizations. They are strategy and tactics. They are both legitimized by writing them down cohesively and comprehensively. The strategy is about answering ‘Where do you want to go?’ The tactic is nothing more than ‘How are we going to get there?’ Of course, the tactical delivery is accomplished through people.”

There’s the key word. Did you catch it? People. Everything we do as marketers, as communicators, as retailers, focuses on people. So, as Seth Godin asks, do you have a people strategy?

“Hard to imagine a consultant or investor asking the CMO, ‘so, what’s your telephone strategy?’

We don’t have a telephone strategy. The telephone is a tool, a simple medium, and it’s only purpose is to connect us to interested human beings.

And then the internet comes along and it’s mysterious and suddenly we need an email strategy and a social media strategy and a web strategy and a mobile strategy.

No, we don’t.

It’s still people. We still have one and only one thing that matters, and it’s people.

All of these media and tools are conduits, they are tools that human beings use to waste time or communicate or calculate or engage or learn. Behind each of the tools is a person. Do you have a story to tell that person? An engagement or a benefit to offer them?

Figure out the people part and the technology gets a whole lot simpler.”

Planning and strategy come down to people. To invest in planning is ultimately to say, “I want my people to be successful. I want my customers to be successful. We’re going to plan so that we have the vision, and the blueprint, to make that happen.”

When you work with VistaComm, you have a team of specialists (people) to help you develop your plan. That same team is available to execute as much or as little of that plan as you wish. We can be your people strategy.