GPS Marketing Strategy
I have a GPS in my car and I use it all the time. Even if I pretty much know where I am going, I still set the destination in the GPS. And the reason is if something happens along the way like a tree is in the middle of the road or there is a lot of traffic, I want my GPS on point to find me a new route to get to the same destination. That’s what business strategy is, that’s what strategy is, that’s what I do for my clients – we set the strategy. We determine the brand, we set the strategy and we’re always headed in that direction.
I’m your GPS; you look down at me and you say, “Dan, I want to go that way.” And I’m going to respond with, “Let’s make sure it’s in the strategy, let’s make sure it’s on point, let’s make sure that we’re definitely headed in the direction that you want to go, that we’re definitely headed towards the direction that you want.”
In your day-to-day minutiae of your business it’s so easy to forget what the strategy is; where you’re headed, what your business really is and how to transmit that to the world so there’s always a funnel of potential customers headed to your door.
Without strategy you’re flying blind, you don’t have a GPS, you’re using the sun as navigation, kind of, sort of thinking about the best way to get to where you want to get but you don’t really know because you don’t have that destination plugged in, locked in, so that at every moment you know that you’re headed towards where you want to be. That’s strategy, that’s marketing, that’s branding, that’s what I do.