The document discusses strategic planning and clarifies the differences between goals, strategies, objectives, and tactics. Goals are broad outcomes, strategies are the approaches taken to achieve goals, objectives are measurable steps to achieve strategies, and tactics are the tools used to achieve objectives. The document uses the example of the Allied plan in WWII, where the overarching goal in both the European and Pacific theaters was to win the war, but the strategies, objectives, and tactics differed between the two theaters. Finally, it provides a worksheet to help structure strategic planning.

1. STRATEGIC PLANNING 101
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2. Strategic planning often feels like a game of chess. We know we
want to get to checkmate, but getting there can be complicated…
even overwhelming.
This brief aims to demystify strategic planning by establishing
shared definitions, clarifying common points of confusion, and to
act as a simple guide.
Robert Lasky | storyspring.com

3. By the time you’re done reading this (in about 10 minutes), you
should have a clear understanding what the differences are
between the following commonly misunderstood and misused terms:
Goals
Strategies
Objectives
Tactics
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4. 1. Goals
2. Strategies
3. Objectives
4. Tactics
STRATEGIC PL ANNING IS LIKE A
WATERFALL, WITH A SPECIFIC
HIERARC HY
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5. Goals are broad outcomes.
e.g. What are you trying to achieve?
GOALS
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6. Strategies are the approaches you will take.
e.g. How will you achieve the goal(s)?
STRATEGIES
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7. Objectives are measurable steps to achieve the
strategies
e.g. What are the tasks you need to realize each
strategy?
OBJECTIVES
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8. Tactics are tools used to achieve the objectives.
e.g. What will be employed to realize the objectives?
TACTICS
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9. Let’s clear things up with a seemingly complex
example…
CONFUSED?
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10. WWII: THE ALLIED PL AN
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11. WWII: THE ALLIED PL AN
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We’re only laying out a plan today, not fighting a war.
Let’s start by separating the two theaters…
DON’ T PANIC!

12. Win the war.
GOAL
WWII: THE EUROPEAN THEATER*
Surround Germany and choke off resources to starve its military force.
STRATEGY
Invade France. (This is measurable because you can determine the degree of success).
OBJECTIVE
Ships, planes, soldiers, et. al.
TACTICS
*Adapted from an example originally developed by Wilma Matthews
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13. Win the war.
GOAL
WWII: THE PACIFIC THEATER
Break Imperial Japan’s resolve to force them into unconditional surrender.
STRATEGY
Strike Japan on their soil. (This is measurable because you can determine the degree of
success).
OBJECTIVE
Boeing B29, Little Boy, Fat Man.
TACTICS
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14. The Allied goal in both the European and Pacific
theaters is the same.
It’s from the strategy onward where they deviate.
Remember, goals are broad outcomes.
DID YOU NOTICE?
Robert Lasky | storyspring.com

15. Remember, this is tough stuff (if it weren’t, businesses
would always get it right).
Strategic planning takes time, and a lot of effort, to
master. And it’s only the beginning!
But don’t be intimidated. It all starts with a simple
worksheet…
FEELING BETTER?!
Robert Lasky | storyspring.com

16. STRATEGIC PL ANNING WORKSHEET
GOAL
STRATEGY
OBJECTIVE
TACTICS
What are the broad outcomes the company / brand / initiative is trying to achieve?
What is the approach that will be taken to reach your goal(s)?
What are the measurable steps to achieve the strategy?
What tools will be used to realize your objective?
Robert Lasky | storyspring.com

17. THANK YOU
Robert Lasky | storyspring.com