Strategy is the durable workspace artifact for the choices that guide execution. It should connect research to priorities, audiences, positioning, channels, campaigns, and measurement.
Use Strategy for questions such as:
- Which audience segment should we prioritize this quarter?
- What category narrative and value proposition should guide content?
- Which channels deserve investment, and what will we measure?
- What must be true before we launch a campaign?
Recommended strategy structure
- Objective - the commercial or strategic outcome.
- Audience - who matters most, their context, and the job they are trying to do.
- Evidence - reports, sources, research, and customer signals.
- Positioning - category, differentiated value, proof, and objections.
- Strategic choices - what to prioritize, avoid, sequence, or test.
- Execution system - content, campaign, research, and operating work linked to pages or databases.
- Measures - leading signals, outcome metrics, owner, review cadence, and decision rules.
Do not make Strategy a storage place for every idea. Keep it decision-oriented and link to deeper evidence elsewhere.