What’s your Goal?
A strategic goal should be clear and measurable.
Choosing your strategic goal is the most important choice we make in designing a campaign.
No one strategic goal can solve everything. In order to put our resources to work solving our problems, we have to decide where to focus.
We must ask ourselves: what goal can we work toward that may not solve the whole problem, but will get us well on the way to solving the problem?
Unless we choose a goal to focus on, we’ll risk wasting our precious resources in ways that just won’t add up.
Remember, strategy is nested; a campaign’s ultimate goal, or the “mountain top” goal, is likely not achievable in one attempt.



