Do you remember proofs? The step by step method for laying out your logic in geometry. I remember clearly the day I learned these for the first time. Some kids hated them, but I loved them. There was something so easy and so satisfying about laying out each if – then statement proving exactly which math rules showed the correct answer. 

Dorky- I know. 

Lucky for me, I use a lot of this same ideology in my work today. But instead of working forward and writing down each step that gets us to the the right answer, in strategic communications we work backward. 

Strategy starts by laying out the ideal outcome. Then by working backward, identifying exactly what needs to be true (the “if”) in order for that ideal outcome (the “then”) to come to fruition. Accomplishing each of those truths becomes the thrusts of the strategy. Once we’ve identified each of these “if-then, therefore” thrusts, then it’s time to pick out the tools that will make them happen. 

We see a lot of marketers forget the approach our geometry teachers taught us. They jump right to a specific tool instead of starting with the end goal in mind. 

We encourage you to think about it strategically. Think about it backward.

This backward way of thinking can be difficult, but it’s our specialty. We work with clients all the time to identify which tactics will actually help them reach their goals. We want more than pretty, we want effective. And efficacy comes from strategy.

Interested in talking more about it? Let’s get coffee.

Interested in talking more about it?

Let’s Get Coffee

Allison Matz

Matz joins the Boileau team with writing and communication experience from her previous role as Academic Department Coordinator at Grand Valley State University, her alma mater. She earned her degree in English literature and writing and enjoys being able to express creativity and storytelling through her chosen career.

Berkeley Benson

Prior to joining Boileau, Benson worked as a writer and illustrator for both agency and in-house organizations. In 2018, she graduated from Cedarville University with a bachelor’s in professional writing and information design.

About the Author

Leanne Schaeffer
Leanne joined Boileau after directing marketing for a hospitality management company. Through her experience, Leanne developed a rounded knowledge across industries and thoughtful insight into stakeholder perceptions. Identifying creative solutions to tough communications issues, Leanne serves as a valuable partner to our clients and asset to our company. A Grand Valley alumna, Leanne earned her bachelor’s in Advertising and Public Relations. Outside the office, she can be found spending quality time with family, rocking first base in slow pitch softball, or sitting down with a good book in one hand and a glass of wine in the other.
More posts from Leanne Schaeffer

Recent & Related

Good Writing Starts with Empathy

Good Writing Starts with Empathy

In spite of so many shared societal experiences over the past two years, our connection to one another feels low on the ground these days. We all felt the same exhaustion and experienced the same pandemic stress, yet we have a hard time recognizing that our neighbors...

Why Kids Know What IYKYK Means and You Don’t

Why Kids Know What IYKYK Means and You Don’t

Children are acutely aware of how expansive the world is and how little they understand it. That’s a large part of what makes them fun to be around—they still have a lot to learn. Curiosity for kids is the default. Why is the sky blue? What makes that top spin? How do...

Understanding the “Attention Economy”

Understanding the “Attention Economy”

Desperate for your attention, marketing and ad pros have little choice but to perpetuate social decay. Where do we go now? Inherent to the emerging “attention economy” is the underlying assumption that human attention is a scarce resource. It's so scarce that we have...