In the midst of chaos, there is also strategy.

Strategy defines success and one of the greatest strategists, Sun Tzu is famously quoted, "In the midst of chaos, there is also opportunity." And many an opportunity there is to be had. Yet without strategy, all the opportunity in the world mean a big fat zero.

"The general who loses a battle makes but few calculations beforehand. Thus do many calculations lead to victory, and few calculations to defeat: how much more no calculation at all! It is by attention to this point that I can foresee who is likely to win or lose." - Sun Tzu, The Art of War

Define your goal

The first step to building a solid strategy is defining a goal. It doesn't matter so much what the goal is in so far as what the goal provides. This is the purpose behind your goal. A goal that provides for a purpose makes a lot more sense than a goal simply for the sake of having one.

Let's say you have a goal where you want a million dollars. Whilst it may be great for your bank balance and keep food on the table and the lights at full blaze. It won't provide a sense of fulfilment. After a while, it will all become drudgery, like running a millwheel around and around, grinding day after day until boredom takes your soul. Ever felt like that?

Goals with purpose

Unless your goal comes with a purpose, you will inevitably end with boredom - a purposeless existence of doing the same activity or job or even a relationship for the same or similar results. It's the purpose that provides your goal with substance, reason and true wealth.

There are many books on this topic, including my favourite, The Alchemist by Paulo Coelho and Start With Why, by Simon Sinek - made popular by this Ted talk, which has gained over 62 million views.

Goals, purpose and marketing

So, how do we relate goals and purpose into a marketing framework, then?

Strategy.

Strategic marketing is creating a purpose-driven plan that forwards the business goals. This is key when building your strategy. Without a purpose behind the goal, building a successful strategy will be more challenging if not impossible.

Here is a great example of strategy without purpose: In 2014, Volvo Cars announced a new global marketing strategy. Looking through all the hyperbole, such as "Volvo Cars today announces a brand new global marketing strategy that allows it to market and sell cars in ways never before seen in the global automotive industry," it all boils down to a simple statement that Volvo is implementing a digital marketing strategy.

Purpose leads to opportunity

Without purpose, your goals are lost. Without purpose, your strategy is weak. Without purpose, any opportunity to be had is deflated and weakened in the eyes of your target audience.

A good marketing strategy needs goals, and just as importantly, it needs a purpose.