Blog PostsPublic RelationsPR StrategyThe Easy Street Strategy — How To Create Smooth 1-Page Strategies

The Easy Street Strategy — How To Create Smooth 1-Page Strategies

Easy strategies that works are better than complex ones that doesn't.

I’m always on the lookout for the easy street strategy.

Granted, I don’t have any science to back this up and my thoughts on the easy street strategy is still under development. But I think that this might be important, so I’ll just throw this idea out anyway.

Here’s what I’ve noticed:

For whatever reasons, many brand new strategies are difficult to implement. And few new strategies are just a breeze.

These breezy strategies just fit from the start. They make everyone involved happier. In every meeting or conversation, all you hear is “yes” and “of course”.

While there might be lots of work involved, these easy to implement strategies somehow attracts good work as if they were magnets. And when you encounter untested or unexpected territory, these strategies keep making sense.

I’ve come to call it the Easy Street Strategy.

Apple Strategy Document - Easy Street Strategy
Ann example of strategic simplicity by Apple.

How To Write an Easy Street Strategy

My insight about easy street strategies is that they tend to outperform other strategies that technically ought to be superior — but require lots of explaining, convincing, learning, testing, coaching etc. So, I’m always on the lookout for an easy street strategy.

Inspired by Richard Rumelt, here’s how to write your strategy on one single page:

How to Write a 1-Page Strategy

My inspiration for writing no-bullshit strategies comes from the classic Good Strategy, Bad Strategy by Richard Rumelt. This is how I set up strategies that fit on one page — using the classic battle between David and Goliath as an analogy:

1. Analysis

  • David can’t beat Goliath using his size or raw strength, but he has an advantage in speed as well as accuracy from a distance.

2. Guiding Principle

  • David shouldn’t engage in close combat, but rather use tools that will allow him to strike from a distance.

3. Coherent Actions

  • David shouldn’t use any heavy armour because that would slow him down.
  • David should use a slingshot, a weapon he is familiar with and can be used to strike from a distance.
  • David should leverage the element of surprise and don’t advertise his advantage beforehand.

If you write 1-2 clear sentences per bullet, your strategy should fit nicely on one page. Please note: This is not a plan — the plan comes later based on the strategy.

Put in another way:

Sometimes a new strategy might be working fine, but it must be constantly reinforced and encouraged. Whenever that situation occurs, that to me serves as an indication that we’ve chosen the wrong strategy and that we should rethink our approach before we’re in too deep.

“The underlying principles of strategy are enduring, regardless of technology or the pace of change.”
— Michael Porter

Cover photo by Jerry Silfwer (Prints/Instagram)


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Jerry Silfwer
Jerry Silfwer, aka Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Communication Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

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