Strategy and tactics: why the difference matters

Achieving major goals requires more than good intentions; it requires a plan. While many people simply get started, it is worth distinguishing between two central concepts: strategy and tactics. These terms are often used interchangeably, but they have different meanings. Strategy determines direction, while tactical measures ensure real progress. The following explains how this works and why the two are inseparable.

A strategy is a long-term plan for achieving overarching business objectives. It provides lasting direction, informs key decisions and ensures that everyone in the team is working towards the same goal. For this reason, strategies are usually stable and not easily changed. However, it must also be flexible enough to respond to changes such as new competitors, economic crises or unexpected market opportunities.

For a strategy to work, it must be formulated using the SMART approach. This helps to avoid misunderstandings and ensures that all employees know what is important. The right resources must also be in place to enable efficient and cost-effective implementation of the strategy. Whether the strategy is working can be seen through indicators such as KPIs (key performance indicators), which make progress measurable and help to adjust course early if necessary.

A well-thought-out strategy can therefore address the decisive aspects:
 

• Resource focus: Where is it worth investing, and where is it not?
• Market positioning: How does the product or service stand out from the competition? (e.g., through price, innovation, or unique features)
• Competitive advantages: What makes the offering distinctive?
• Target groups: Who are the customers, and what do they really need? (Market research, trends and personas help to understand the target group more precisely.)

Every strategy should align with the company’s vision. Anything that does not contribute to achieving long-term goals should be questioned or removed. Ultimately, it's not just about working hard; it's about working on the right things.

All of this will be illustrated using the following project example: Launch of a new digital customer platform

It is planned that customer satisfaction with the digital platform will increase from the current 65% to 85% by 30 June 2026. This will be achieved by creating a user-friendly interface, integrating an AI-based chatbot to handle support requests quickly, and reducing loading times by 40%. The project budget is €250,000, and the core team comprises five developers, two UX designers and one project manager. Each milestone will be reviewed every three months to allow for early corrective action if necessary.

Why is this SMART?
 

• Specific: Clear focus areas (user-friendliness, AI chatbot, loading times)
• Measurable: Customer satisfaction (85%), loading times (40% faster), budget (€250,000)
• Achievable: Achievable goals with defined resources
• Relevant: Increases competitiveness and aligns with the company vision
• Time-bound: A deadline (30 June 2026) and quarterly milestone checks

The strategy is flexible enough to be adjusted in response to new technologies or market changes, for example, if customers show a preference for an app over a web platform.

A strategy determines the direction to be taken, but without the right tactics, it remains purely theoretical. Tactics are the concrete steps and measures that transform plans into results. They are short-term and flexible, and can be quickly adjusted when conditions change. While strategy is long-term, tactics ensure the efficient use of resources, adherence to deadlines and focused teamwork.

The key lies in planning: Which steps are necessary to achieve the strategic goals? Involving employees is crucial here, as when they understand the purpose behind the measures, they work with greater motivation and commitment. The next step is to actively implement the tactics through campaigns, process optimisations or new tools. However, this alone is not enough; regular monitoring is also essential. This helps to determine whether the chosen tactics are still appropriate, for example by checking that deadlines are met, assessing relevance and ensuring alignment with the overarching strategy. Tactics usually have a timescale of weeks or months.

The following suitable tactics can be formulated for the strategic example mentioned above:
 

• Improve user-friendliness: Conduct monthly usability tests with real customers and use the results to inform development. If tests show that a particular feature is unpopular, adapt or replace it quickly.
• Introduce AI chatbot: Launch a pilot phase with a chatbot that automatically answers common support queries. After three months, evaluate whether the chatbot has increased customer satisfaction. If not, adjust the technology or application area.
• Optimise loading times: Work with an external performance expert to reduce loading times gradually. Measure loading times weekly to track progress and intervene if improvements stagnate.
• Engage employees: Hold regular team meetings to discuss the current status and ensure that everyone is kept up to date and can contribute ideas.

Tactics implement the strategy directly without setting it in stone. At the same time, they keep the team focused and ensure that the strategy is not just a theoretical document, but is put into daily practice. This transforms a major goal into tangible success.

A strategy answers the question: 'Where do we want to go?' and tactics on the other hand answer the question: 'How do we get there?' by describing concrete actions.

Tactics are often more tangible because they consist of specific measures, such as campaigns, processes or tools. However, without a strategy to provide direction, tactics alone lack purpose. Conversely, a strategy without tactics remains just that: a goal that will never be achieved.

Developing a clear strategy involves several steps:

1. Define the goal:
 

• Where does the company see itself in the future?
• What is the long-term objective: becoming the market leader, increasing customer satisfaction or developing innovative products?

2. Analyse the market and competition:
 

• What does the market look like? What trends exist?
• How are competitors positioned? What are their strengths and weaknesses?
• What are our own strengths, and what opportunities and risks exist? (e.g., via a SWOT analysis)

3. Set priorities: Based on the analysis, decide what differentiates the company — price, quality, innovation, or service.

4. Translate the strategy into tactics:
 

• Assign tasks: Who is responsible for what?
• Allocate resources: budget, staff, time.
• Set deadlines: When must milestones be reached?

5. Monitor and adapt progress:
 

• Are the tasks being completed?
• Is the approach effective, or must adjustments be made?
• If necessary, tactics should be adjusted (e.g. by using different marketing channels or optimising processes).

For completeness, here is the link to the vision:
 

• Vision (the big “why”): We want to be the most innovative provider in our industry.
• Strategy (the path to get there): Develop an AI-supported platform that delights customers by 2026.
• Tactics (the concrete steps): Start usability tests next week, launch the AI chatbot in March, and reduce loading times by June.

Every major goal requires a plan and many small steps. While some people simply get started, it is helpful to distinguish between strategy and tactics. These two concepts are not mutually exclusive — they complement each other. Strategy sets the direction and tactics drive implementation. Strategy is long-term and difficult to change, whereas tactics can be flexible because not every planned path leads directly to the goal. Those who combine the two wisely act with foresight and achieve sustainable success.