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# Does anyone need strategy? — Kelford Labs Daily
- URL: https://kelfordinc.com/does-anyone-need-strategy-kelford-labs-daily/
- Published: 2024-08-07T10:22:13.000Z
- Updated: 2026-01-18T15:15:47.000Z
- Description: Or do they need the actions?
- Author: Joel Kelly
- Tags: Daily Labs, strategy, decision, clarity, action, value

> “Probably the commonest sense in which the word strategy is employed today is as a synonym for expensive.”  
>  
> — John Kay

To put it unnecessarily controversially, nobody really needs a strategy *by itself*.

**They need the *output* of the strategy:**

The *decisions* about who they’re going to target, the *position* they want to occupy in the market, and the *messages* that will engage and attract their ideal customers.

This is an imperfect analogy, but think about going to the mechanic. Do you want a strategy for fixing your car or do you need your car fixed? The mechanic created and implemented a strategy to do their repairs, but that’s not what you needed—you needed the actions they took.

**A strategy is required, but the real value is in what the strategy *does*.**

Marketing strategy isn’t just about what we *want*—it’s about the structure to work efficiently to *get* what we want.

It’s about what we’re going to do.

**It’s about what we’re going to *say*.**

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