MONITORING THE RESULTS FROM A STRATEGY NEEDS TO BE COMPREHENSIVE Finishing the week and the political theme – I find it interesting that politicians pay so much attention to polls. While I understand that they do have other tools – including internal research – they are still very influenced by the blunt instrument that is […]

MONITORING THE RESULTS FROM A STRATEGY NEEDS TO BE COMPREHENSIVE Finishing the week and the political theme – I find it interesting that politicians pay so much attention to polls. While I understand that they do have other tools – including internal research – they are still very influenced by the blunt instrument that is newspaper polling. Such polling tells them nothing about the seat by seat situation which is in fact the only thing that ultimately determines government/ It also tells them little about what they need to do to get the result they want. Polls are possibly predictive but they are not at all diagnostic – and many would argue that they are not even predictive as there was no election when the poll was taken. The same thing happens in business when so much emphasis is placed on measuring the results of a marketing strategy by monitoring…