The people strategy

It’s hard to picture a consultant or investor asking the marketing director, “so, what’s your telephone strategy?”

There is no telephone strategy. The telephone is a tool, a simple medium, and it’s only purpose is to connect us to interested prospects and customers.

And now the internet comes and it’s unknown, uncharted territory and suddenly we need an email strategy, a social media strategy, mobile strategy, an instant message strategy and a web strategy.

No, we don’t need all of these strategies.

It’s still people (prospects and customers).  Only one thing matters, and it’s the people who care to interact with you enough that they understand the value, they trust you to deliver the value and they pay you for it.

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

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