Tinker, tailor, soldier or spy? Which one are you?

on September 5th, 2017

Sooner or later most of the businesses we work with find they need to think about the best way to get marketing done on a day-to-day basis.  There are a number of common pitfalls, which can be classed as the tinker, tailor, soldier, spy syndrome.  Here are some tips on avoiding the traps:

TINKER: In many SMEs, without the resource for an in-house marketing team, it is likely that the managing director takes on responsibility without necessarily having the required skills or time. By tinkering around the edges in this way, marketing and business development are likely to lack direction and consistency. 

TAILOR: To avoid the ‘tinker’ scenario, businesses often outsource to agencies.   The key question to ask is whether they are able to create a tailored strategy for your business to achieve its goals. The tailored plan should help grow revenue and enhance the brand equity, in a way that works with your culture and risk profile.

SOLDIER: Soldiers are the inexperienced members of the team who are given responsibly to handle a job they haven’t done before. If you have available soldiers in your business, this can be cost-effective but only for the short-term. A soldier is an asset to the team, as they fit culturally and know how the organisation works. The risk is that, without the right direction, their inexperience can lead to mistakes.

SPY: While it’s important to keep a close watch on your competitors, the spy risks being distracted by their every move. Experience teaches you when to stay grounded in your own strategy and resist the temptations of imitation and hasty reactions. 

You can read the full article in more detail, about the tinker, tailor, soldier, spy syndrome, and how to avoid it, here.

by Victoria Ash

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