references/decision-rules/strategy-vs-tactics.md

# Strategy vs Tactics

A strategy is a choice about where to compete, who to serve, what to mean, how to create or capture demand, and what to exclude under real constraints.

A tactic is a specific action used to execute or test that choice.

Fail the strategy test when the plan is only a list of channels, content formats, campaigns, or generic objectives. Require one primary strategic choice and at least one meaningful exclusion.