Blair Enns - What Is Strategy?

Jonathan (00:00): Hello and welcome to ditching hourly. I'm Jonathan Stark. And today I am joined by a very special guest Blair ends. Blair, welcome back to the show. Thank you, Jonathan. Great to be here. So I feel like you need no introduction, but can I put you on the spot and for anybody who hasn't heard your name before you maybe give them a, a quick name, rank and serial number. Yeah,

Blair (00:22): Name rank. So I'm the founder and CEO of win without pitching the sales training organization for creative professionals. I've written two books the win without pitching manifesto in 2010 and pricing creativity, a guide to profit beyond the billable hour in 2018, three years ago.

Jonathan (00:47): Great stuff. Love it. Okay. So the, the sort of impetus for this conversation was a tweet that you tweeted, obviously something you posted on Twitter about strategy. So what's the, what's the sort of backstory here.

Blair (01:01): Yeah. And I forget exactly what the exchange was, but you and I were trading some pretty good definitions of strategy. One of my hobbies is I collect answers to the question, what is strategy? Because strategy is one of those words, like time and money are in the same category. They're they're words. We think we know the meaning of them until we're asked to define them. And then it turns out very few people have satisfactory answers to the question of what is strategy. And then when you get into that, then it's, it begs all kinds of other questions around this topic of strategy. So it's a rich vein for a podcast episode that's for sure.

Jonathan (01:43): Absolutely. Well, so what are some of the answers that you've collected? I mean, do, do you feel like there are, do you feel like they sort of coalesce around a correct answer or is it just like people have different definitions and if it works for them great. What do you, what do you, what are your findings?

Blair (02:03): I I've, I've asked hundreds of people this question, and I've asked it from a stage, you know, many times as well. So, you know, easily, I've heard hundreds of answers where, or in excess of 100 answers. And the most common answer is just an insufficient answer is an answer that, that says this person hasn't thought about the question, which isn't, you know, I'm, I'm sure there, there are a hundred words that I think I know the definition to that. If you ask me to define, I couldn't have a strategy, is, is one of those words. Usually the answer is some variation of a really smart plan. But the origin of the question why I first started asking it was so win without pitching is a training company, but we used to be, we used to be me a solo consulting practice. And I used to hear from my clients a lot.

Blair (02:53): So creatives who have made their creativity, their business. So some designers starts at design firm. I used to hear from my clients when they were talking about their competitors, they would say, Oh, they're a really good firm, but they don't do strategy. Meaning they're not as smart as we are. Right. And so I started asking what strategy and people were just absolutely flummoxed by the question. So the answer is, tend to coalesce around a plan. Well, let's strategy is a plan. It's a detailed plan. Okay. So strategy is the plan. No, no, it's more than a plan. It's a really smart plan.

Jonathan (03:35): It's a really smart piece that I think people get hung up on. Like what does really smart mean?

Blair (03:39): Yeah. And then strategic as a modifier when you're positioning your firm we're a strategic design firm. Okay. What does that mean? Well, it means we're smart. It means we do the strategy. What strategy it's planning. Okay. So strategy is a plan. No, no, no. So we ended up in this circular discussion.

Jonathan (03:59): Right? Right. So w the ones that, so a couple things to just chime in and kind of pile on there. I hear a lot of people use the word strategy incorrectly, which is different than defining it wrong. Cause I think if I asked the very same people to define strategy, they would say something like it's knowing what not to do or same, same with you. It's like a really smart plan. But I hear, I hear like a different, I hear people just use the word in the wrong place. Like people ask me like, what's a good SEO strategy or what's a good email marketing strategy. And what they're really asking for is tactics. And, you know, and they're asking about something extremely low level, they're looking for tips like tips and tricks on how to use drip more efficiently or something, or how to use social media more effectively.

Jonathan (04:49): And you might, and some of those things would come out of an overall, like a higher level strategy. And, you know, based on the strategy, they're going to be tactics that are aligned or misaligned with the strategy, but they don't, but they have a tendency to just use the word synonymously with tactics, which is always something that I makes me nervous for them. Because if they, if they think that, you know, what, you know, like picking a time of day to tweet is a strategic thought process, then I'm like, okay, let's we need to have a conversation here.

Blair (05:22): Well, Oh, so we're going to have to unpack both of these words, strategy and tactics, because, you know, I, the more I learn about it, the more I see there, isn't really a universal universal definition. And there are three definitions that I've heard that I like. And I remember I don't, I didn't go back and look it up. I remember liking yours. So there would be, there's probably five ones that I've heard that I've liked. And the three that there are three that I've held onto. And the, and the most recent one is one that really challenges some traditional ideas of what strategy might be. So what's, you've got a, you've thought about this question. What's your definition of strategy

Jonathan (06:03): A bit long, but I can't, I can't make it shorter and not lose something I think is meaningful. So, so from memory it's, as strategy is a high, a concise high-level approach to achieving an objective that applies strengths, your strengths against some things, weaknesses in a surprising way.

Blair (06:23): Yeah. So there are a lot of keywords there, so I've thought of high level. Yeah. What else did you have? It's a high level, concise and high level, high level and put, going

Jonathan (06:35): For achieving an objective. So that, that's the most important, like to me that's the, the most straightforward piece of it. It doesn't give you any direction, but it does say that it's gotta be, it's gotta be short. It's gotta be clear. It's gotta be high level. It's not a list of things to do. It's an approach to it critically to achieve an objective. So if you don't have an objective, there's no strategy. You can't have a strategy without an objective. So to me, any strategy meeting would, or, you know, discussion or thought process would start with what...