STRATEGY VS. TACTIC

At the top of everything is your vision—where you want your business to be in the next 3–5 years. This inspires your mission, which defines why your business exists and what purpose it serves. From there, you set goals that define what success looks like in tangible terms.

Now comes the important part:

• Your strategy is the big-picture “how.”

• Your tactics are the specific “what” you’ll actually do on the ground.

Together, they form the foundation of the strategic pyramid—your roadmap from vision to execution.

Here’s how this works in practice.

Let’s say we at Pinnacle aim to become one of Jordan’s most trusted business and marketing advisory firms within the next three years. That’s our vision.

In that context, our mission is to deliver actionable, measurable consulting that helps clients grow and improve performance.

A fitting goal? To generate enough revenue to grow sustainably and deliver value to shareholders.

And a possible strategy? To establish ourselves as a thought leader in our field—someone you turn to when you face a challenge in business or marketing.

The tactics we’d deploy might include:

• Publishing articles like this one regularly

• Promoting our content on LinkedIn and other social platforms

• Running targeted Google Ads

• Building and segmenting a mailing list for more personalized engagement

Each tactic is chosen because it serves the strategy, which supports the goal, which is aligned with the mission, which all ladders up to the vision.

If your strategies and tactics aren’t based on actual market needs and don’t capitalize on your unique strengths—then none of it will work. Start with research. Follow with analysis. Then plan and execute with clarity.

That’s how you move from confusion to focus, and from activity to progress.