Hannah Grannemann wrote about the Met Opera potentially being “Too Big to Fail” last week.
This stuck with me.
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Just like this picture.
I’m working on a bigger piece about the Met Opera and its lack of a “True North” for the organization.
I came across this article about conversations at the Opera America Conference that hit me as being the living embodiment of tactics before strategy.
Remember, strategy before tactics.
To paraphrase Lewis Carroll: If you don’t know where you are going, any road will take you there.
Here are 7 ways you know your opera or organization is chasing tactics, not strategy.
Seriously, these apply to every organization.
Before you get to the list: share 3-4 minutes with me for the First ‘Talking Tickets’ Survey of folks in the business of fun and entertainment.
1. You answer the question, “What should we do?” by unleashing a list of programs.
Podcasts, new program ideas, educational efforts, discounts, etc. all might be good ideas, but they are never rooted in the answer to the big question that defines your “True North”.
What does success really look like?
2. “Everyone Else is Doing It!”
“Everyone does a gala!”
“Everyone uses social media.”
“Everyone is streaming.”
Figuring the right course of action is rooted in your strategy.
Each organization is different.
Your strategy should reflect that.
3. Board Meetings are Dominated by Budget Conversations.
Your budget is a reflection of your priorities and vision.
Your budget is a roadmap for two important strategic decisions.
- Where can you create leverage by taking action?
- What resources can you and do you use to create this leverage to reach your goals?
If you are always talking budget, especially cuts, you know you have a strategy problem.
4. You are Juggling Many “Target Markets”.
A lot of organizations don’t do market research.
This makes it tough to know what is really happening with your customers.
If you’ve done good market research, you can segment your most markets into 4-6 unique segments.
You use behavior.
Behavioral Segmentation allows you to understand what drives the buying decision so you can reach your targets with a meaningful message.
You can’t be everything to everyone.
You need to understand your “True Customer” for every message.
If you are attempting to target a dozen different “personas” you are probably struggling to gain any traction with any of them.
Am I right?
5. “Digital” is in a Seperate Box.
Digital is a tool.
A tactical tool.
Not a strategic decision.
Almost every part of your business has some digital aspect now.
It is a useless delineation.
6. “Diversity” is a Checklist Item.
Real diversity comes from achieving your strategy.
“Diversity” is a tactical dodge.
Going back to point 5, if you do good market research combined with behavioral segmentation, you’ll find out that demographic segmentation is as useful as astrology.
You are pulling things out of thin air.
My son’s soccer coach was amazed when he saw me at the Burna Boy concert.
My neighbor’s daughter was amazed that I went to the same Weg Leg concert they were at.
Your “personas” and demographic segmentation aren’t going to target me.
How often is this happening in your organization?
More often than you think.
7. You are Exhausted, but Feel Like You are Standing Still.
This is intangible.
If you are always stressed out because you feel like you aren’t making any progress, you are likely falling into the tactics before strategy trap.
You know the move: “This campaign will change everything.”
Another one looks like: “Let’s get one more email blast out.”
I could go on and on.
I don’t need to.
You know what it feels like: burnout.
Especially burnout with no progress.
Do you see yourself in this list?
Hit reply and let me know.
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