Tactics

Three things happen as an industry consolidates:

1. Knowledge is pushed out of brands and in to vendors.
2. Vendor knowledge centers on tactics and not strategy.
3. Brands, consequently, leverage tepid strategies.

Look at this tweet (click here). This is a classic vendor-centric view of the world ... the focus is on micro-tactics (which are absolutely important, don't get me wrong here).

But what about corporate strategy?

That's your job.

As an industry consolidates, somebody has to be a Leader, a person who provides a path out of the woods.

Why can't that person be you?