I HATE the word strategy. It is the most abused, overused word in the English language and typically used by idiots when the have nothing to say because they think it makes them sound intelligent.

I HATE it.

Let me state how things should be. A marketing manager or director, must write a plan. The plan should identify quantifiable objectives. Each of these objectives should have a strategy to support them and so deliver the plan.

So – have a plan and objectives before you have a strategy. And then never use the word again. Ever.