Losing organizations embrace tactics because they’re not flexible or brave enough to embrace strategy. Smart organizations are clear and loud and vivid about their strategies and the market forgives them—endorses them too—when they change their tactics on the path of getting there.
Strategic planning almost forces associations to “embrace tactics.” Okay, maybe it doesn’t force them, but it puts a strategic veneer on top of their embrace of tactics. It lets you feel like you’re being strategic, when typically you are not being strategic enough.
Oh, and being “clear and loud and vivid” about strategy is harder than you think—and it is not accomplished with a strategic plan document.