 Among the several mistakes that many entrepreneurs commit when they need to get featured in the press is considering strategic that which is tactical.
If there is a way I can simplify the core distinction between strategy and tactic, it is by defining strategy as a project and tactic as a single step among the many to accomplish that project. If you are a football fan, you can consider it strategic that your favourite team trains properly during the week to perform at its peak until the end of the season, while it is tactical to win the match on Sunday to qualify for a European cup. Strategy is a continuous process, while tactics are movements aligned with the process itself. Strategy includes tactics, not vice-versa. Strategy is where I want to be, what result I want to have achieved by a certain amount of time. Tactics are what I need to do on a consistent basis to accomplish the established goal. That said, there are a few major errors that entrepreneurs who aren’t educated about broadcast PR commit on a consistent basis:  A few weeks ago I had the chance to meet a multimillionaire: a Dutch self-made entrepreneur owner of a £300 million multinational company that operates in the catering industry.
Being naturally curious, I took the initiative to offer him a beer in exchange for some valuable information I could receive as a direct consequence of his highly successful business experience. As a person who doesn’t like having an opinion on matters in which I do not have particular expertise, and considering having an opinion a modest way to cover up an attitude of laziness rather than working on the implementation of a few healthy changes, I took pen and paper and started taking notes endlessly. That way, before leaving the place I had written down four pages of advice I could implement straightaway in my business. I do not really know why I am sharing this with you for free, but it is surely something I think you should know to clear up all the bad information that self-proclaimed experts are spreading around in a desperate attempt to make a life. 
Luca Lixi is member of the financial advisory elite in Italy. His story recalls the narratives of the American dream, with the main difference being that he lives in a country more famous for its amazing beaches, tasty food, and open air museums than for its social mobility.
Luca Lixi, who has spent most of his life in one of the poorest regions in Europe, is the epitome of the undeniable power of brand building when it comes to building your influence and authoritative positioning in the niche where you operate as a professional or as an entrepreneur. In order to avoid useless misconceptions and be as specific as possible in describing his story in detail, I sent him an email, and he agreed to share his story and strategies as he never did before. |
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Robert LingardFounder and Managing Director at POWER BRAND. PR that Sells for Startups and SMEs, LATEST ARTICLES
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