This book recommends going down to the front, finding a tactic that works and then turning that tactic into a strategy.

Traditional marketing seems so logical. First you decide what you want to do (the strategy). Then you figure how to do it (the tactics). Xerox wanted to get into the computer field (the strategy). Twenty years and two billion dollars later, they still weren't able to find the right tactics to make the strategy work. Result: another marketing disaster.

Do the opposite. Find a tactic that works. Then build that tactic into a strategy. Tom Monaghan was flipping pizzas when he found his tactic: "Home delivery in 30 minutes, guaranteed." Today, Monaghan is a millionaire and his pizza chain, Domino's Pizza, is the second largest in America.