What is the difference between Law Firm Strategy and Tactics?

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At many law firms there is often confusion about the difference between “strategy” and “tactics.”

Occasionally, they are used interchangeably.  This is incorrect.

Strategy is focused on the “big picture” – the overall plan, how the firm will achieve organizational goals and objectives. It involves deciding what area of the law in which to specialize, what type of clients to attract, what billing methodology to employ, etc.

Tactics are activities specifically created and selected to achieve specific and measurable outcomes. Tactics are the actual ways in which the strategies are executed. Examples include publishing client newsletters, conducting educational seminars, exhibiting at trade shows, etc.

Law firms must set a solid strategy and execute on tactics that consistently deliver the desired results.