“What’s the strategy?”
It’s a question I ask often. Sometimes gently, sometimes bluntly. Lately it seems the question is met with more of a pause…a glance, even a shrug. In today’s meat industry, where economic uncertainty, supply volatility, and shifting tariffs have many companies operating in survival mode, strategy may be feeling like more a luxury.
Let’s level set: strategic planning isn’t a luxury. It’s a necessity.
Whether your product is branded Angus steaks, unbranded pork cuts, Greek yogurt from regional dairies or tech that creates accuracy and industry efficiency, your ability to market effectively hinges on having a clear strategy everyone is committed to. And in times like these, when the ground feels shaky, strategy is the foundation that keeps you standing firm.
Strategy Starts with Insight
I find most people prefer to jump right into tactics vs. talking about strategy. But before we get to talk tactics, we need to first talk insight. Because insight is the foundation of everything we do. It’s not unusual for our team to spend a significant amount of time digging into insights —whether we’re working on B2B or B2C campaigns. Why? Because insight informs strategy, strategy informs tactics, and tactics drive results.
It’s incredibly simple to lay out. Not so easy to do.
When we onboard a new client, we start by asking:
- What’s the strategy?
- What insight is it based on?
- How are you implementing it?
If the answers are fuzzy, we pause. Without clarity on these questions, marketing becomes reactive, and reactive marketing rarely moves the needle at the level of ROI that is desired in this current economic environment.
The Cost of Abandoning Strategy
According to Harvard Business Review, 67% of well-formulated strategies fail due to poor execution1 https://www.clearpointstrategy.com/blog/strategic-planning-statistics. And one of the biggest culprits? Abandoning the plan when something “exciting” comes along.
Let’s be honest: shiny objects are everywhere. A new channel. A trending claim. A competitor’s flashy campaign. It’s tempting to chase what’s new. This is where strategy serves as your litmus test. Do the new and shiny align with your strategy? If so, great! If not, call it what is it: a distraction.
Strategic Planning Pays Off
Wondering if it’s worth the effort? Consider these:
- US companies with formal strategic plans have grown 30% faster than those without.2
- Businesses with a formal plan secured 133% more capital, on average, than those without a plan.3
In other words, strategy isn’t just a buzzword. It’s a business driver.
Three Things Your Strategy Must Do
Whether you are selling meat products or widgets, you are doing it while having more challenges than ever. You are doing it with supply chains that are complex, fragmented and often unpredictable. And you are doing it with less human resources than ever before.
That’s why strategic planning must be:
- Grounded in a target audience insight: What do they want? What do they fear? What do they value?
- Flexible enough to adapt to supply shifts and regulatory changes.
- Aligned across all internal departments.
And most importantly, there must be commitment throughout the organization. Because a strategy that’s abandoned at the first sign of trouble isn’t a strategy, it’s a wish.
Final Thoughts: Commit to the Plan
If you’re feeling like you’re in survival mode, you’re not alone. But survival doesn’t mean standing still. It means moving forward with intention.
So ask yourself:
- What’s our strategy?
- Is it based on real insight?
- Are we truly committed to it?
Because in order to stand out, get noticed and get the sell, your strategy is your edge. It’s how you grow.
And it’s how you make sure your products get the attention they deserve.
