Strategy starts with knowing what success means to you
In the creative world, I often hear the phrase ‘but what is our strategy?’, like it’s the one thing that’s going to set the wheels in motion and success will simply fall into place. Yet even though creatives want to know what their strategy is, they often shy away from committing to it. I find they can overthink or over complicate it, then end up doing… nothing. The result for everyone is a business that has a confused direction and no real way of measuring success.
Your strategy doesn’t need to be complicated. In fact, it’s usually much more effective when it’s simple. It’s about coming back to your core principles and checking in with what success means to you. Because success – in whatever form you choose – is what will drive momentum within your business.
I find there are 7 forms of success which architects, designers and creatives generally relate to. Do any of these apply to you and your business?
Increased Status
Higher Profits
More Followers +/ clients
Awards +/ accolades
Work / life balance
Improved team culture
Type +/ scale of work
NOTE: You may have multiple, and if this is the case for you, narrow it down to your top three and scale them in terms of importance.
Keep in mind that strategy is not about one single statement. Yes, it provides an overarching direction, but it’s the individual activities and consistency in delivering them that will deliver success. Direction without action is just an idea.
Once you’ve narrowed down your key drivers for success, ask yourself two questions:
What marketing activities will help our business achieve this success?
How will we provide value to our clients and customers through these activities?
Combining your goals with their values is the recipe for success. It will inform your strategy and drive your marketing direction. But the biggest commitment you can make to your strategy is a commitment to consistency. Consistency will win, every time.
Further reading:
How to attract the right audience - read more
Setting and committing to your goals - read more