Nine times out of ten when I consult with clients they are impatient to get to work on the tactical side of spreading their idea. They wonder about what website and social media platforms to use. They worry about design elements and website functionality. Maybe you do too?

Of course you want to get your idea out there into the world. But while tactics are necessary to spread your idea, in the long run it’s more important to have an idea that matters first.

Many of the answers to the tactical stuff can be found with a quick sixty second search. You can’t Google your unique mission and vision, that’s why it is the foundation of your business or cause. The same rules apply to global corporations, solitary artists or tiny cafes.

Tactics help to promote your idea, a clear strategy is what really sells it. The first question you need to ask is ‘why will people care about this?’ and not, ‘how will we get them to buy this?’

People don’t buy into your platform, they buy into the difference you make.

Image by Retinafunk.