Strategy gets talked about a lot in marketing—but is rarely defined well. In this episode of Canned: The Marketing Podcast, hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) cut through the noise to unpack what strategy really is, why so many businesses confuse it with tactics, and how that confusion quietly kills focus, momentum, and results.What You’ll Learn in This EpisodeStrategy is a set of choices, not a plan True strategy answers where you play and how you win—before a single tactic is chosen.Why strategy is as much about saying “no” as it is saying “yes” Trade-offs are not a weakness; they’re the point.The hard line between strategy and tactics Media plans, campaigns, and content calendars are execution—not strategy.Why marketing strategy must ladder up to business strategy When marketers don’t understand the commercial direction, they are destined to fail.What good strategy looks like inside real organisations Clear positioning, consistency over time, and fewer, better campaigns.Why constant reinvention is usually a red flag Strong brands evolve—but they don’t panic-reset every year.Bonus NuggetsWhy being “busy” often masks a lack of strategyThe inbox vs intention problem most marketers faceWhy channel-hopping is a symptom, not a solutionThe myth that strategy needs to be clever or complexA refreshingly practical take on “strategy on a page”Why Listen?If you’ve ever been asked to “do a strategy” when what’s really wanted is a media plan—or you’ve watched teams mistake activity for progress—this episode is for you. Steph and Ben bring clarity, lived experience, and straight talk to one of marketing’s most misunderstood disciplines. You’ll come away with sharper language, stronger conviction, and a clearer sense of how strategy should actually guide your work day to day.Chapters (with timestamps)00:00 – Welcome & scene setting Why strategy keeps coming up—and keeps being misunderstood.02:30 – What strategy really is A clear definition and why documents aren’t the point.06:30 – The cascade of choices Where to play, how to win, and the power of focus.11:45 – Strategy vs tactics Drawing a firm line between thinking and doing.15:30 – Marketing’s role in business strategy Why marketers need context, not just briefs.20:00 – What good strategy looks like in practice Consistency, positioning, and fewer campaigns done better.27:00 – Brand examples and lessons Who’s staying the course—and who’s getting distracted.35:00 – Clarity over cleverness Why great strategy simplifies decisions instead of complicating them.39:00 – What’s next Teasing the upcoming episode on challenger brands vs market leaders.www.cannedmarketing.com Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin