“Do not repeat the tactics which have gained you one victory, but let your methods be regulated by the infinite variety of circumstances.” – Sun Tzu, The Art of War

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Over the years, I’ve had a lot of new project inquiry calls with marketing departments to discuss video projects. After an initial conversation with a prospective client, it usually becomes very clear to me if that individual has a strategy for their project. I’d even go as far as to say that 50% of businesses have a clear strategy and the other 50% are flying by the seat of their pants. I’ve often wondered, why is this? Generally, we only end up working with the folks who have a clear strategy (or help develop it ourselves) but I’ve got to assume that the brief look I’ve had behind the scenes into the marketing department is also a reflection of the business in general. In this episode with Sharon Scott, we discuss exactly that question and more. 

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Sharon Scott has held roles in marketing, product development, and buying throughout her career in the outdoor industry. Now, she's the founder of OtterScope.net, fractional and interim product, marketing, and strategy for passion-fueled brands that get people outside, and out of their comfort zones. She breaks down the following:

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• The signs in a business that a new strategy is needed
• Managing against bias in strategy development
• The pitfalls of strategy
• The process of developing a strategy
• Disseminating the strategy throughout the organization
• Staying flexible and adapting your strategy with new information

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After our conversation here are some further questions I had:

• After developing a strategy, are most businesses patient enough to see it through? 
• The businesses that don’t have a strategy, but are successful, do they not have a strategy or have they just not defined it in a written format? Perhaps the organization knows the strategy without knowing it.
• How much of the leadership's time should be spent on strategy? 
• As the saying goes “You don’t know what you don’t know,” how can an organization expand its knowledge to make a more informed strategy? 
• How much of a strategy should be based on trial and error? 
• In orienteering, a navigator is constantly checking their bearing against their forward progress and adjusting. How much of a strategy should be flexible enough to accommodate micro changes in a heading? 

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‍About the Backcountry Marketing Podcast

As a marketer in the outdoor industry, the odds are stacked against you. Does this sound familiar? “You’re part of a small, talented, yet overworked team with a limited budget facing hundreds of ways to grow your brand and stand out in a sea of sameness. Some days you feel like quitting and getting a corporate job that pays more but then you realize, I get to work in an industry that some people only dream of working in. Sure the challenges are real, but this is better than a cubicle right?”

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If this sounds like you, you’re not alone. Consider this podcast your guidebook to navigating the ever-changing world of marketing. This podcast is produced by Port Side Productions, a video production company that works with outdoor + athletic brands to help them stand out, launch products, build brand equity, and grow their business. Why would a video production company start a marketing podcast? Because we believe that great marketing is great storytelling. Stories come in all shapes and sizes and at the end of the day marketing is all about communication. People talking to people. People tell stories. People are emotionally driven individuals. Our job is to help bridge the gap between your brand and your people. 

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If you need help bringing your next video project to life, check out our website to learn more. If not, enjoy this episode and discover other resources below:

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Booklist | Here's our curated list of recommended books over the years.

LinkedIn | Join the conversation and share ideas with other industry peers.

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Guest Suggestion | Let us know

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