Communication: tools or strategy?

Strategy is about how to most effectively reach your goal. Most communicators concentrate on tools: brochures, videos, photo exhibitions. The question is will that help us reach our goals? My students ask what then is a strategic communication? I answer it is a way of life. And I paraphrase Musashi. A strategy for effective communication is not different from a strategy for success in business development or war. If you don’t appreciate strategy, you won’t value the use of tools. Each situation is different and does not stay the same. Before you communicate you have to analyze it, including the context and key people. Then define success. Each situation may ask for a different tool, set of tools or a different use or timing of the tools. The main tool is speech. You master it when listening becomes hearing.Then you also know how to use the other written media. The other tool is drawing. You master it when looking becomes seeing. Then you also know how to use the other visual media. The success of a strategy is not in the plan but in the planning. It is professional way of life. The principles of the way of the strategy are:
* Always be honest.
* Keep on practicing and learning.
* Become acquainted with every art.
* Know the mindset of all professions.
* In worldly affairs go for the result.
* Develop your intuitive judgment and understanding for every person or situation.
* Perceive things that cannot be seen.
* Pay attention to details.
* Do nothing which is of no use.