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LESSON SIX
DIRECTION/POSITIONING
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1/4
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The Purpose of Strategy
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Strategy is the link between vision and execution. It gives direction so actions form part of a larger sequence rather than standing alone.
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Without strategy, work often appears scattered, with no clear path toward outcomes. Strategy creates alignment, ensuring that small actions add up to broader progress.
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Relying on one channel creates vulnerability, because shifts in algorithms, ad costs, or partner availability can reduce stability. Diversifying traffic streams is often studied as a way to create resilience.
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 This framework explains why some organizations achieve consistent results while others remain unfocused. Strategy provides context, making it possible to see how present activity connects with long-term vision.
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Takeaways
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Strategy aligns actions with vision.
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Lack of strategy leaves actions disconnected.
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2/4
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Goal-Setting Models
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Goals define what strategy aims to achieve. SMART goals (Specific, Measurable, Achievable, Relevant, and Time-bound) introduce specificity and measurability, while OKRs (Objectives and Key Results) connect broad objectives with concrete results.
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Milestone planning divides larger ambitions into smaller steps, making them easier to evaluate. These models illustrate how structure supports progress tracking.
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Without defined goals, outcomes are harder to measure and less predictable. By comparing frameworks, it becomes clear that measurable goals provide stronger direction.
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Takeaways
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Goals clarify strategy by defining outcomes.
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Frameworks make progress measurable and structured.
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3/4
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Market Positioning
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Positioning explains how a business is understood relative to others. It is shaped by differentiation, audience definition, and perceived value.
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Positioning determines whether a product is seen as premium, affordable, or generic. Without clear positioning, businesses often blend into the background of competitors.
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Strong positioning provides clarity by showing what makes an offering distinct. This concept explains why some products stand out even in crowded markets.
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Takeaways
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Positioning defines how something is seen in the market.
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Differentiation and clarity shape perception.
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4/4
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Planning Cycles
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Plans keep strategy adaptable by introducing timeframes. Annual plans set direction, quarterly plans provide checkpoints, and weekly plans guide daily execution.
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Cycles of review allow for adjustment as conditions change. Without planning cycles, strategy risks becoming rigid or outdated.
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 With cycles, adaptation is built into the process, keeping goals relevant. Planning is therefore both structure and flexibility combined.
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Takeaways
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Planning cycles link long-term and short-term.
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Reviews keep strategy adaptable to change.
06 COMPLETE
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