Synopsis: I think it looks like this:

Attitude
Approach
Goals
Strategy
Tactics
Execution

We spend all our time on execution. Use this word instead of that one. This web host. That color. This material or that frequency of mailing. Big news: No one ever succeeded because of execution tactics learned from a Dummies book. Tactics tell you what to execute. They’re important, but dwarfed by strategy. Strategy determines which tactics might work. But what’s the point of a strategy if your goals aren’t clear, or contradict?

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