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One Sentence > 90 Pages

Most founders don't understand strategy.

They think it's a plan, a tactic, or a 90-page brand book that lists out everything they should and shouldn't do.

Let me clear something up for you real quick:

That's not a strategy. That's a damn mess.

And often ends up buried in a filing cabinet somewhere, never to be seen again.

No one refers to a strategy deck.

Especially when creating content, Google ads, LinkedIn ads, planning a tradeshow or event, reworking a sales script, updating your website, or trying to decide if that new idea would make for a viable offer.

You need something your team can:

• memorize
• embody
• know intuitively

So when they're working on your business, they know where to focus.

Get a sneak peek at what I mean in this video, launching on LinkedIn on Wednesday:

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A Strategy is a Decision

A strategy is ultimately a decision.

One you make about:

• The unique value you'll provide
• To whom
• How

And it should be communicated in one sentence.

Because your team needs to make hundreds of micro-decisions every day:

• Whether this new idea fits your brand
• Which Google ad copy to write
• What to post on LinkedIn
• What video to shoot
• How to respond to that prospect
• If now is a good time to raise prices

When your strategy is one sentence, your team knows it, memorizes it, and uses it when making those decisions.

But if it's a 90-page brand book? Or some plan built across 10 spreadsheets?

Good luck getting your team (or yourself!) to follow that.

The One Sentence Strategy

So, what does a one-sentence strategy look like?

I like to use a modified version of Marty Neumeier's Onlyness Statement:

Simple. Clean. To the point.

That one sentence tells employees and vendors everything they need to know:

• What makes you different
• For whom
• How

But, I Want a Brand Book

As you should.

I'm not dissing brand books here.

We provide our clients with a massive Google Doc that outlines their strategy, customers, competitors, differentiation, messaging, marketing, content, sales, and operational experiences.

But we never start there.

Because if your strategy can't fit in one sentence, it's not a strategy.

It's a damn mess.

Until next week,

#SassyJason out.

✌🏼

Jason Vana

Founder & CEO @ Shft.agency​

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P.S. Need help crafting that one-sentence strategy and building out messaging, experience, marketing, and content? You need an Onlyness Brand System.

How We Help:

When you're ready, there are a few ways SHFT can help you:
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• ​Find Your Differentiation Email Course: uncover and own your unique value with this free course.
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• ​Ideal Customer Playbook: Get to know your ideal customers and create a marketing plan to attract and convert high-intent, high-paying leads with this guided Notion playbook.
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• ​Onlyness Call: uncover your unique value and get suggestions on how to own it in your offer, content, and marketing in this 1.5-hour consultation with Sassy Jason.
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• ​Onlyness Brand System: done-for-you brand strategy, marketing strategy, and design packages. Perfect for startups, scaleups, and solopreneurs who want to attract, convert, delight, and keep their ideal customers.