Two Lights Consulting strategically nixes the word strategic

I had a friend who used to swear a lot when he was a teenager.  His parents addressed the problem by incorporating the “swear jar.”  Here’s how it worked: Every time a family member cussed, that person had to drop a quarter into the jar.  Even small blows to the wallet are effective criminal deterrents.  The swear jar remedied my friend’s potty mouth in short order.

I’ve decided to start my own “swear jar” of sorts to clean up my vocabulary.  Specifically, I want to quit using the word strategic.  It’s a word I’ve uttered repeatedly on a daily basis throughout my entire career, and I’m tired of it.  Starting now, every time I say or write the word “strategy” or “strategic” I will…skip coffee for the rest of the day! (That ought to do it.)

For me, the word strategic (dang, I better start the moratorium after I finish this post)  isn’t profane.  Far worse, it’s cliché.    

Strategy is an old military term with Greek origins.  Strategy refers to creating a game plan for achieving an objective, such as destroying your enemy.  For example, an army strategically withdraws troops, strategically bombs a city, and so forth according to the strategic plan.  

Marketers love the allusion to war.  We think of ourselves as five-star generals, planning and executing strategic marketing campaigns, strategic public relations, strategic advertising, strategic Web and social media, blah, blah, blah.  

Like scores of other marketing companies out there, I’ve plastered strategic all over this blog and Web site.  I now regret it.  Strategic smells like other bogus corporate catchphrases like synergy, value-added, or new paradigm.  It feels generic.  It’s time to stop. 

Yep, I still believe the best marketing communications programs require careful planning.  I guess that’s another reason why I’m carefully planning on never using the  ”S word” again!