Don’t get intranet strategy and tactics confused

Your intranet strategy is a plan of action to ensure that you are prioritising what the business needs of you in the most appropriate way.

A tactic is one way of achieving your strategy.

Try not to get the two confused.

  • Improving search is not a strategy. It is a tactic that supports a strategy of maximising findability so that people can get the information they need.
  • Personalisation and customisation are not strategies. They are tactics that support a strategy of maximising relevance for the user and the publisher.
  • Mobile intranet is not a strategy. It is a tactic that supports a strategy of enterprise mobility to ensure that people can get what they need to get done, irrespective of their location.
  • SharePoint (good God!) is not a strategy. It is a tactic that supports, umm, replacing your end of life content management system perhaps or consolidating numbers and types of platforms. Whatevs. This is the case with any particular product name.
  • Social is not a strategy. It is a tactic that supports a strategy of getting people to collaborate and share in a certain way that will contribute to new ways of working.

Tactics can be used for lots of different strategies. For example you can use the implementation of a social platform to support employee engagement and involvement. Both good uses for a different reason. Tactics may be rather modest such as making sure you take your opposite number in IT or Communications to lunch once a month.

Why is this important? A strategy is based on the beneficial outcome of delivering a business need. If you dress up a tactic in strategic clothing you will be found wanting. A few simple questions by a senior manager and your hopes and dreams and reputation will be skewered. If you are unaware of this little game you might spend the next budget cycle muttering about chronic under-investment in intranets being to blame. No. It was you. You fluffed it. Sorry. And there is enough goodwill and interest in these tools out there to not make it a pure hard-cost problem. Find your allies and work with them.

Lastly there is no shame in not operating strategically. If it just you and a monkey delivering the intranet for 5000 close personal friends, just making it work is enough. Make it work well and you should get a medal. There are things that intranet should just do, and do well. Concentrate on those.  Your strategy is more personal: survival and getting out of such a pickle. I give you a hall pass on being required to speak business jargon unnecessarily.

Chris Tubb March 2014

Steve says:

“Chris is right. Confusing a tactic with a strategy is a dangerous game. First of all you potentially alienate the stakeholders and your users who can’t  quite share your enthusiasm for this initiative. Secondly it encourages narrow thinking.  So a limited mobile intranet is up and running, which is great, but your non-office based staff are shrugging their shoulders as they don’t have the BYOD policy,  the wi-fi needed in the factory facility, and the email accounts needed to truly work in a different way. Thirdly the tactic you are pursuing becomes the focus in itself, which means taking your eye off both the ball and the goal.  Always work with some sort of strategy, and slot your tactics in appropriately.”

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3 thoughts on “Don’t get intranet strategy and tactics confused

    • Ha. But good point Andrew. Well the real world answer, which doesn’t fight by Marquess of Queensberry Rules, is that you ride that bad boy all the way to the end. It is good to have interest from the big guns, but remember that they are guns for hire and don’t tend to stick around that long. So when your CEO/CTO/CIO moves on to the next gig, will your tactic in strategic clothing get any attention from the next one? Personally I’d say “Thanks for the input about the future state, I think it would add value like this.” and then go to town on a proper strategy.

      C

  1. Pingback: Never get solely fixated on driving intranet or ESN adoption | Intranet directions

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