A few months into my tenure as the VP of Marketing at SuperMac, we now understood who our customers were. We had thought really hard about “market type” and decided to reposition the company from a technology provider to a solutions provider. Now we needed to put the tactical programs in place to make this repositioning strategy happen.
Just as an aside, over my career I must have interviewed scores of business school graduates (some from the very fine universities where I now teach) who would say, “I want to do strategy.” Well yes, I understand that, but this is a startup, what else do you want to do? “I just want to do strategy.” Those were very short interviews.
The “strategy” of learning who SuperMac’s customers were, what solutions they needed and what our repositioning would be was a three month effort. The tactical execution took three years.
Note, if you want to do “strategy” (which is a fine endeavor) and nothing else, you have just defined your career as one in large corporation or in a consulting firm. Stay out of startups.