by Gord Hotchkiss
It's one of the banes of this industry that we often use the words 'strategies' and 'tactics' interchangeably. Conferences that fly the strategy banner offer a deep dive into multiple tactical tracks. Sessions that promise cutting edge strategies in fact deliver tactics. Now, I have nothing against tactics. The right tactic can be a beautiful thing, when it's used to execute on a strategy. But they're not the same thing.