Which is more important? Tactics? Or strategy?

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Strategy = I think.
Tactics = I do.

Strategy = Analysis, planning, ideation.
Tactics = Mechanisms, activities, deployment.

Strategy - tactics = Einstein's brain in a jar.
Tactics - strategy = Einstein without a brain at all.

Strategy + tactics = e = mc(squared)


Article: Creative Commons License 2008 Gavin Barrett
This work is licensed under a Creative Commons Attribution-Noncommercial 2.5 Canada License.


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Gavin Barrett is Owner/Founding Partner + Creative Director, of award-winning Toronto agency Barrett and Welsh.

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About the ideawallah

Gavin Barrett is Owner/Founding Partner + Chief Creative Officer, of award-winning Toronto agency Barrett and Welsh. In pursuit of big ideas he has: nibbled on pigs' ears (not on a live pig at the time); gone elephant-back in the Thai jungle (no elephants were hurt); gambled in a Macau casino (was utterly destroyed). His ads: have run in 35 countries, helped elect prime ministers, attracted the ire of the lawyers for Dolly the clone sheep, drawn an angry crowd in Lagos, have been studied in business texts in Canada and India and received derisive mention in a John Irving novel. His poems: can be found in Penguin’s anthology of 14 contemporary Indian poets, Reasons for Belonging. He cannot: sing.

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