Back to top

Strategy + Team

Your starting point: 

Strategy refresh with a focus on team alignment.

It looks like there's confusion among your team about the overall strategy and how it should best be brought to life. We recommend starting your adaptive journey by revisiting your strategy—how it’s defined, how it's being socialized and what inputs your team can provide to make it clearer.

Starting steps: 
Align on the basics
  • "Strategy" is a word that means different things to different people. Start by meeting with your team to align on exactly what the word means.
  • You might be surprised to discover that when team members talk about a good marketing strategy, they are actually referring to a set of tactics or even operational approaches.
  • Use this meeting to highlight the differences and commonalities among your team and formulate a common definition.
  • One option to consider: "Strategy is the reason you do the thing you’re doing (and not something else).” We like the practicality of this definition because it's squarely focused on what you want to achieve for the organization at large through your collective efforts.
  • Focusing on the reasons behind the work you all do together leaves room for you to explore different tactical approaches to achieve your goals.
Sync with the larger organizational vision
  • Before you drill down into the details of your marketing strategy, make sure you're starting from a place that aligns closely with the bigger-picture priorities of the business.
  • Your marketing strategy should be a natural extension of the organization-wide vision and goals.
  • Sometimes teams can get caught with blinders on, focusing too closely on their own channel or department. It’s useful to zoom out and look at connections.
  • To validate your marketing expertise and strategies against the organization’s overall strategy, ask yourself: "How can marketing enable a connection between our customers and our organizational vision?"
  • Encourage your team to frequently switch between big-picture and detailed thinking.
Develop and share the strategy

After you've aligned on the basics, it’s time to socialize the details of your strategy to ensure broad awareness and understanding. Choose either a bottom-up or a top-down approach, depending on what feels most aligned to your culture.

If your culture is driven by consensus, very flat or characterized by many strong legacy voices and opinions, use a bottom-up approach. If your culture is hierarchical, opt for a top-down approach.
  • Start by asking team members to do their best to articulate the strategy in a few sentences.
  • Use this as a starting point for discussions and workshops to map out the delta between your vision and the team's understanding of it.
  • The end result will be a sharper articulation of your strategy that everyone can understand and use.
  • Re-articulate your strategy and create scenarios in which team members can have safe, practical experiences that bring the strategy to life.
  • This might involve a strategy hackathon, a highly coached pilot project or a series of town hall presentations.
  • In every case, focus on making the strategy tangible and relevant to their day-to-day work.

If your culture doesn’t fit easily into these categories, you can mix both approaches. It’s important to understand that there is no wrong starting point here. 

It looks like there's confusion among your team about the overall strategy and how it should best be brought to life.

“If you’re on a mission to make change happen, you want Modern Craft in your corner.”

Jon Mamela, CMO, Tourism Toronto

Modern Craft Privacy Policy

We at Modern Craft (Modern Craft Inc.) are committed to protecting your privacy. This Privacy Policy covers Modern Craft’s treatment of personal information or personally identifiable information (both “Personal Information”) that may be collected or submitted when the web- user (“you”) are using either and This policy applies to both of the websites (“sites”) listed above.

1) Information We Collect

When you visit our Sites, you may be asked to provide certain information about yourself including First Name, Last Name and e-mail address.

We may also collect certain information about your device, including information about your web browser, IP address and time zone. Additionally, as you browse the sites, we may collect information about the individual pages that you view, what websites or search terms referred you to the Site, and information about how you interact with the Site.

2)  Our Use of Cookies

Modern Craft may use cookies to remember certain user information. Cookies are electronic identifiers that are transferred automatically to your computer through your browser that allow our computers to save certain information you provide us and store information about you so we can recognize you when you visit our website in the future. You may, at any time, disable or refuse to accept cookies by changing the preferences or settings on your web browser. Please note that if you choose to disable cookies, you will NOT be able to use Starting Point.

3)  Use of Your Information

3.1 Your information will enable us to provide you with access to all parts of our site and to supply the services you have requested. We will also use and analyze the information we collect so that we can improve and develop our business.

3.2 Where you have consented, we might also use your information to inform you of other products and services we offer that may be of interest to you and we may contact you by email. If you change your mind about being contacted at any point, please email us at

4)  Disclosure of Your Information

It is Modern Craft’s policy not to disclose, sell or rent your Personal Information to any individual, business, government entity or outside parties except: (i) to provide products or services you've requested through us; (ii) in response to a validly-issued subpoena, court order, or other legal process; (iii) when necessary to establish or exercise our legal rights or defend against legal action; or (v) where you request Modern Craft to do so.

5)  Security and Data Retention

5.1 We employ security measures to protect your information from access by unauthorized persons and against unlawful processing, accidental loss, destruction and damage. Please understand that whenever you voluntarily disclose Personal Information online this information cannot be made one-hundred percent secure and, in some cases, that information can be intercepted, collected and used by others. However, we work hard to protect your information at all times and protect your information in several ways. Your information is stored on a secure server that Modern Craft and can only be accessed through SSH security keys.

5.2 We will maintain your Personal Information of our records unless and until you ask us to delete this information.

6) Scope of this Policy; Third-Party Websites

Although this policy applies to the all site information owned by Modern Craft, it does not apply to businesses or entities that are not owned or controlled by us. This website contains links to other third-party websites. Please be aware that Modern Craft does not claim any responsibility for the privacy practices of these third-party sites. We encourage you to be aware when you leave our site and to take reasonable precautions when sharing your personally identifiable information on third-party websites.

7) Opt-In Policy

You may "opt in" to receive newsletters, and other useful information from us. To unsubscribe from our mailings (except important system and content update information), you may use the unsubscribe link in the footer of each email from Modern Craft.

8) Accessing and Updating

8.1 You are entitled to see the information we hold about you and you may ask us to make any necessary changes to ensure that it is accurate or for its deletion. If you wish to do this, please contact us.
8.2 If we have collected and processed your personal information with your consent, you can withdraw your consent at any time. Withdrawing your consent will not affect the lawfulness of any processing we conducted prior to your withdrawal
8.3 Object to the processing of your personal data: this right entitles you to request that Modern Craft no longer processes your personal data.

9) Changes

We may update this privacy policy from time to time in order to reflect changes to our practices or for other operational, legal or regulatory reasons. Changes will be posted to the site and, where appropriate, through email notification.

10) Contact Us

For more information about our privacy practices, if you have questions, or if you would like to make a complaint, please contact us by e-mail at or by mail using the details provided below:

1700-1177 W Hastings St, Vancouver, BC, V6E 2K3, Canada