The Strategy Trap
When tactics take over — and everything starts slipping.
We’ve got a solid strategy for a client.
One key partner brings in 40% of their leads.
It works. Or rather — it worked.
But the market moved.
More competition.
Conversion rates down.
Top channels losing steam.
And that’s when panic sets in.
Hit the Panic Button — and Tactics Take Over
Click-throughs drop? Raise the bids.
Conversions dip? Rejig the creative.
Performance slows? Throw budget somewhere new.
It’s all reaction. No direction.
And it’s where most marketing efforts go to die.
The Harder, Smarter Path: Pause and Zoom Out
More traffic, fewer results.
A once-top channel now barely holding on.
Budgets shifting sideways to plug the latest leak.
It’s tempting to start tweaking everything.
But if you don’t stop and ask why, you’re just guessing.
Ask the Real Questions
Are we defending what’s working — or chasing shiny new things?
Are we tracking the right conversions — or just easy ones?
Are we moving budget based on insight — or instinct?
If the data doesn’t guide the shift, the shift won’t help.
Strategy First. Always.
Tactics are loud. Fast. Addictive.
But without strategy? They’re just noise.
Start with the right data.
Recheck the assumptions.
Then apply the tactics — with purpose, not panic.
At Unfold, we’re not anti-tactic.
We just know they only work when tied to something bigger.
That’s how you grow — without getting lost in the noise.
Want help getting your strategy back on track?
Let’s talk.
Unfold Growth
Helping ambitious brands cut through chaos with strategy that sticks.
