Earlier this year at our annual user conference, our CEO introduced a simple but very effective framework that he constantly uses to assess new opportunities and lead our company. He calls it Zucco’s Equation for Strategic Success:
- W2A: Where we are
- W3TG: Where we want to go
- HW(GT)2: How are we going to get there
As I sat through his presentation, I realized how important this equation is for us marketers as is it to our executive teams. Too often we lose track of the big picture, spending all of our energy on the very tactical elements of our marketing plans.
Zucco’s Law is very easy way to take a step back and re-assess if your marketing efforts are still in line with the overall strategy. Most importantly it gives you an opportunity for course correction as specified in the 4th rule of Zucco’s Equation for Strategic Success:
- EA3: Enable, adjust, adjust, adjust
We live in a world where we can no longer rely on yearly plans, let alone bi-annual plans. As new opportunities come up, we need to learn from what works and adjust our programs in real-time yet without losing focus on the big picture.
What’s your secret for marketing success?
Image Credit: Erik Charlton