Digital Strategy, Traditional Strategy, or Simply Strategy?
Now there’s a rather simple question that gets more complicated by the day.A solid, well-grounded and, most of all, well executed strategy is more than a roadmap for the success of any enterprise: it includes the vehicles to attain it, along with the GPS to guide us. But can you envision any strategy these days that does not carry digital implications with it? Digital is, quite simply, ubiquitous across any modern society. Therefore, no strategy could or should exist without digital. As such, it doesn’t make sense to talk about digital as opposed to traditional strategy, but merely about Strategy. And a solid, well-grounded strategy demands deep consumer and market analysis, thorough sifting across vast data pools and, above all, its interpretation, insights, diagnosis and recommendations – tasks that are highly resource- intensive, both at human and technological level, all at high-cost. But you know the costs caused by errors that derive from the absence of Strategy are always much, much higher.
A Strategic Plan is a valuable and precious business tool. If you’re in doubt, I suggest you try to cross a long mountain road in the dark of night, with no roadmap nor GPS, on a headlight-less hoverboard. And may I wish you good luck…
Nuno Frazão - CEO da Dentsu Aegis Network Portugal
