Strategy, to me, means stepping back far enough to understand how the individual marketing pieces connect. Before deciding on a page layout, an SEO plan, an ad, or a piece of copy, I want to understand the market, the ideal customer, the offer, the business objective, the customer journey, and the action we are ultimately trying to create.
I also believe good strategy requires being comfortable with uncertainty. Instead of pretending there is always an obvious right answer, I prefer to turn assumptions into hypotheses, create practical ways to test them, and let real-world results guide the next decision. That approach helps keep execution tied to business outcomes rather than to tactics for their own sake.
