There are a great number of excellent tacticians in our industry. We find them in the fields of advertising, public relations and social media, architecture and land planning, merchandising and sales training. Homebuilders flock to their seminars at the International Builders Show, they buy their books and, hopefully, they learn from these professionals what is new and exciting and what they can use to grow their own businesses. I have had the pleasure of working with a number of these very talented people over the years and consider many of them to be my friends.
The terms “tactic” and “strategy” are often confused. Tactics are the actual means used to gain an objective while strategy is the definition of the objective and the overall campaign plan to achieve it. In homebuilding, strategy is based on research and results in a written document given to the team members for execution. Without the strategy, those required to create and implement tactics are often like the six blind men asked to determine what an elephant looked like by feeling different parts of the elephant’s body.