Business Strategy vs. Tactics: What Designers Need to Focus on First

I bet you, as the owner of an interior design firm, you ask yourself daily: 

I need to use that platform because Sally Q is using it!

Should I revamp my client onboarding? 

Post more behind-the-scenes content on social media? 

Update my website copy? 

Or sign up for a free worksheet download, only to be disappointed that it did not give you what you needed. 

I am here to give YOU the permission to stop this self-talk and take a deep breath - I want you to reframe the question to yourself and ask - What do “I” need to succeed? What is right for me?

If you feel like you’re doing all the things but not actually getting anywhere, it’s probably because you’re tangled in tactics without a clear strategy to lead the way.

Let me break this down.

Strategy is your overall plan—the “why” and “where” of your business. Oftentimes it includes the long-term vision of your firm, the ideal clients you want to attract, and the way you want your brand to be perceived in the market. Without this, you’re building systems and checking tasks off a list that may or may not serve your bigger purpose. This is why so many designers get sidetracked: you tweak your pricing guide or redo your Instagram bio without knowing if it’s moving the needle in the right direction.

Tactics, in contrast, are the daily actions—the “how.” This could mean building your project management system, setting up an onboarding checklist, or sending client welcome gifts. Tactics are important, but without strategy, they can become busywork rather than progress. 

So many designers spin their wheels endlessly here, thinking that if they just find the perfect template or the right software, everything will fall into place. But systems without purpose won’t create growth—they just create CLUTTER. 

So, where should you begin? 

I always recommend to my clients that we start with strategy. What is the goal? Take time to define your business vision, the experience you want every client to have, and what success actually looks like for your firm. 

Is your goal to be the go-to for luxury new builds in your region? Do you want to expand into product lines or consulting? Once your strategy is clear, the right tactics (and the systems to support them - where are my tech gurus at? ) will naturally reveal themselves. You’ll know exactly what processes to build, what to delegate, and what to ignore.

Here’s your first step: Block out time this  week to get clear on your strategy before diving into the next task. Map out your goals, your brand message, the client journey you want to deliver while also understanding what this means for you within your business.  

I always recommend you start slow and steady! I do not recommend overhauling your entire infrastructure in a day. Remember - Rome wasn’t built in a day! 

Then you should focus on the tactics—building systems, content plans, or processes—that align with that vision. This shift will save you time, reduce overwhelm, and create a business that runs with intention—not reaction.

Strategy-First Systems Checklist

Before you build a new system or process, ask yourself:

  • Does this support my long-term vision?

  • Will this help me attract my ideal clients?

  • Is this aligned with how I want my brand to be perceived?

  • Does this move me closer to my 12-month goals?

  • Will this system save time, reduce overwhelm, or create a better client experience?

  • Can this process be easily repeated or delegated in the future?

  • Am I focusing on strategy before tactics—or am I just doing busywork?

Need help making this checklist a reality? Let’s connect and create a strategy (and systems!) that actually work for your business together so there are no more guessing games or feel like you are going in circles. 

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