Your strategy is great on paper. But is it getting traction?

If it feels like your team is jumping from priority to priority, you’re not alone. But here’s the truth: most strategies don’t fail because they’re bad. They fail because they don’t stick.

Here’s how to fix that:

1. Set a strategy.

Not just any strategy—a focused one. A strategy with a clearly defined audience, an unmet need, a unique way you’re going to meet it, and the most important metric it will move. If you feel like you’re all over the place, this is the stage to be very specific about what you’re going to do, and what you’re not going to do.
👉 This piece on doing one thing really well is a great reminder that going deep beats going wide.

2. Sell your strategy.

In my experience, this is where things start to fall apart. Selling a strategy is just as important as setting it, and communication needs to be inspiring, direct and near constant. At this step, don’t expect a slide deck to do the heavy lifting – turn your strategy into a story to make it easy to retell. Turn it into a roadshow, a rally cry, a reason to believe – and make it a single sentence people can remember.
👉 Here’s how we market strategy in 6 slides so it clicks across teams.

3. Repeat your strategy.

A sticky strategy needs repetition, to the point where you will feel like you’re being annoying, “like a broken record”. Reference it in standups, campaign briefs, sprint planning, and performance reviews. If your team can’t quote it, they can’t follow it.
👉 Your strategy should sound something like this:

• We believe insight is influence. That’s why we invest in producing original research to address the biggest problems our customers are facing.
• Remember, proof is our promise. That’s why we tell customer stories that show the impact of solving real problems.
• Trust has to be earned. That’s why our strategy is promoting our experts to build credibility.

Set it. Sell it. Repeat it. The best strategies aren't just smart, they're sticky. They catch on. And people stick to them, too.

Need help getting yours to stick? Hit reply to this email. We’d love to talk.

KRYSTLE KOPACZ CEO, Revmade krystle@revmade.com

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P.S. This email is part of a 9-part series on solving the most common problems in content marketing. Next week: What we have is working, but we don’t know how to scale it.