Ideas -VS- Tactics

The mixup of ideas and tactics, similar to that of goals and objectives, is real. Actually, it’s an epidemic. It may sound like semantics, but it is extremely important to understand the difference between the two. Especially as it relates to the early stages of a project and how teams are being briefed. Many times clients are looking for a “big idea”. But what does that actually mean? What is an idea?

Let’s start with what it’s not.

A hashtag is not an idea.

A pseudo holiday is not an idea. For those of you not familiar, those are days like “National Hot Dog Day,” “National Insurance Day,” “National [insert whatever stupid thing you want here] Day.”

Doing something in Times Square is not an idea.

Breaking a Guinness World Record is not an idea.

Overheard in a meeting;"I love that idea of geo-fencing and sending push notifications."  That's not an idea. It’s. A. Tactic.

Ideas are comprised of many different elements. They are what you’re going to do and why you’re going to do it. They evoke emotion. They influence what people think, feel and do. They are aspirational. They are…hard to describe. Ideas are complex.

- VS -

Tactics. These are how you are going to bring your idea to life. Tactics are simple.