The Anatomy of Bid Strategy
One particularly common mistake I see made from the level of bid operations right through to senior management, is to confuse strategy with tactics.
These are not interchangeable terms and they're certainly not interchangeable concepts: Strategy informs tactics. Two different things. Two different functions. Two different processes.
A basic, high-level definition of "strategy" might be: A way to get from a current “state” to a specific desired end-state.
Between this current state and the desired state may be any degree of gap; it doesn’t matter. "Tactics", then, are the components of the plan designed to achieve the overarching strategy.
If we take this elementary, macro-level focus, it helps to prevent a very common “strategic planning” flaw i.e. the tendency to start identifying tactics before a strategy has been fully formulated.
By paring the strategy definition back to something as fundamental as the “current state”/“end state” concept, the need to get clear on the “what” before lurching off to brainstorm the “how”, becomes obvious.