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Tactical vs Strategic (+ the Power of a POV)
Danny Bauer
November 17, 2024 • Estimated Reading Time: 8 minutes
In partnership with
Hey — it’s Danny.
Tactics are like the low-level to-dos on the list. They feel good to check off, but rarely create an exponential result. In today’s newsletter we’ll focus on strategy and how to get more ROI from your effort each week.
In today’s email:
I love Spotify: Now I can sort my music based on energy and other categories.
I’m not on TikTok: If I was I’d probably be a billionaire.
Strategy > Tactics: SEO is one thing, but why someone searches in the first place is what you want to focus on.
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OFF CAMPUS
The week’s handpicked links.
Sounds great. Did you know you can sort your Spotify music by different categories: beats per minute, energy, danceability?
Stupid title. Good advice. 10 principles on marketing (don’t call it hacks, bro).
Faceless TikTok and YouTube perform well. They’re not my cup of tea, but here's an idea that turns boring PDFs into Brainrot.
Speaking of TikTok. It’s founder, Zhang Yiming, is now the richest person in China, worth nearly $50 billion.
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THIS WEEK’S LESSON
Tactical vs Strategic (+ the Power of a POV)
Last week we dove into POVs and the fact that 90% of what you’ve been taught about business is flat out wrong. You can read last week’s newsletter online here.
Today, I want to discuss this further.
Most Former Educator Founders think tactically:
I should buy Google Ads
I should work on SEO
I should post 3x a day, everyday on social
The reason they do this is to capture demand. They’re answering the wrong question: How do I created more demand for my widget?
The right question is strategic: What makes someone search out my widget (or similar ones) in the first place?
And the answer is a POV.
Last week I shared this idea:
Here’s another way to say it:
Crafting your POV is about putting the right words in the right mouths (of your superconsumers).
I’ve been told time and again that school leader clients LOVE that they identify as a Ruckus Maker and often hear from a colleague … “I listen to that podcast too.”
That’s exactly what you want.
Category Design is about building a WOM (word of mouth) business because WOM has been and always will be the most effective way to market a business.
I bought a pair of New Balance Trail shoes because my friend, Mitch, told me about them.
I’ve done two GloFacials because my mentors said if you’re on TV, video, or speak in front of audiences you want to do this for your skin.
I switched from ConvertKit to Beehiiv because I want an ESP built for growth and monetization.
All of these decisions were WOM decisions.
Some other great POV examples:
My sister has a Keurig so when I visit or she has guests she can serve coffee to us. Keurig’s POV: Single serve coffee.
My wife loves to clean. All the time. So we have a Roomba. It is vacuuming every day while we work. Today it’s doing the dining room. iRobot POV: Robot vacuum cleaner.
I don’t own one yet, but a TESLA has been on my bucket list for a while. Tesla POV: Electric vehicles. I still remember the first time I saw one parked on a street in Chicago. I Googled it and have been obsessed ever since.
And here’s the kicker …
The company that evangelizes the POV is immediately viewed as the leader.
Because the only companies to market the category (and not the brand) must obviously be the leader.
Market your solution/brand and I think you want my money.
Market the problem and category — I think you can help me.
POP QUIZ
CLASS DISMISSED
This week’s challenge …
Instead of getting enamored by the latest “hack” or app you can buy that promises you easy street and roads paved with gold …
Block off time to do some DEEP THINKING and consider the #1 problem your ideal client faces. Fall in love with that. Create some content around the problem this week.
This email was sent with Beehiiv
Until next Sunday,
— Danny
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