Great post on the misunderstanding that frequently occurs when the great and the good start discussing goals, strategy and tactics by Mark Pinsent, managing director, the Hoffman Agency.
Example from the article (paraphrase): The goal is to get to Paris. The strategy is to use the best combination of travel options to reach this destination. Tactics (bike, train, plane, time of departure etc.) determined by arrival deadline, cost, weather and so on.
Agree? And what examples do you use that explain the difference?
I guarantee it, if you can get hold of and analyse genuine data specific to your target audience, strategies fall out like ripe apples from the tree.