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# Strategy means flexibility — Kelford Labs Daily
- URL: https://kelfordinc.com/strategy-means-flexibility-kelford-labs-daily/
- Published: 2024-11-04T11:23:24.000Z
- Updated: 2026-01-18T15:15:28.000Z
- Description: Expect to change.
- Author: Joel Kelly
- Tags: Daily Labs, uncertainty, flexibility, change

Anxiety, at least in marketing, usually comes from *uncertainty*.

We simply want to know what comes next, and we want to know we’ll be okay, whatever comes next.

**The thing is, though, *certainty* is the enemy of *strategy*.**

Because strategy requires *flexibility*. It requires acknowledging—embracing—that nothing is certain, nothing is permanent, and nothing is fully predictable.

So instead of deciding, “this is what we’re going to do *for good*”, we must instead make a plan for “what we’re going to do *for now*.”

Until we get more evidence. Until we get more experience. Until we get just a tiny bit more clarity about our context and circumstances.

So don’t think you need to know everything you’re going to do for your marketing a whole year out.

Or that you need to lock in your strategy for the next five years.

**No, strategy is about flexibility, about knowing what you stand for, what you’re shooting for, and how you’re going to know when you’ve gotten there.**

And then making plans to take you a little bit further toward that goal, every single day.

Because if we deny that things change, we deny ourselves the ability to adapt.

But if we *expect* things to change, we’re always ready to change, too.

And that’s what makes us resilient.

**And *that’s* what makes our marketing successful.**

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