I’m not a football fan, but I know it involves a round ball and much excitement when it gets hoofed towards a net. Each team’s target is defined, they have a direction that they intend to go. When that ball gets past the goalie, there’s a point given to the team effort because they worked together, making progress to get to their target. The more times they do this increases their chances of a win.

From this sport, there are strategies proven to work. The direction of that one ball and players, the focus on the goal and use of tactics to beat the challengers. 

Scoring goals using strategy

Supposing the rules changed, there were now three targets to aim for. The team has choices about which ones to aim for, more opportunities for a win. They have to decide if some team resources go to one destination, and the rest to some others. Instead of tactics focused on one direction, these additional options complicate the decision making. Now that the players can go any direction, they can shoot for any goal – even ones that score for the opponents and make it harder to win. So the team tires, loses direction and focus. It’s a different game entirely, one that wouldn’t build to a celebration dance. 

Having more than one goal to kick for isn’t a better approach to winning. We want to win in business. Goals might differ from time to time, of course. Our challenges as a team of one (for sole traders) might differ too, sometimes they’re easy to get past and others catch us unaware. Tactics can help with these challenges, and using what we’ve planned out before the match can help us perform better on the day. 

But we’ve only got one ball, so can only land that ball in one goal at one time. Having too many goals, too many targets, splitting our resources, changing direction… that’s not how we’ll win. Clearly, if you want to meet your targets, you’ll focus on one intended destination and increase your chances of winning. How you do that is your strategy – for business, for marketing, or for improving your performance in any area of your business.

• Strategy – your game plan
• Team players – who or what will help you 
• Tactics – how you will put your strategy to work
• Challengers – what gets in the way 
• Goal – your erm, goal

To get some another player on your team who knows a thing or two about marketing strategy, please get in touch. I’d love to help you score more goals!