Most businesses will admit to following a strategic model for business development activities yet when things go wrong or a challenge appears from the competition or the marketplace, occasionally they head straight for tactics.

In his biography Alastair Campbell talked in depth about OST - objectives, strategy, tactics - I have interviewed PR Smith on this podcast in the past - where he talks about his business model PR Smith's SOSTAC® Planning methodology.

It's important to always have a clear objective that you can refer to - in good times or in bad.

I use PR Smith's model for all my business development work simply because it's intuitive and makes planning really easy for both sales and marketing functions.

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