Imagine you’re single. You are looking for love! So you walk into a crowded bar, spot someone across the room, and immediately launching into your “pitch”:
“Hi, I’m great at communicating, financially stable, and love dogs. Want to be in a relationship?”
It sounds ridiculous, but that’s exactly how many companies approach their customers. They show up, rattle off features, and expect an instant conversion and engagement. No context. No connection. Just a one-way list of why they’re great.
This isn’t a strategy. It’s a tactic in search of meaning.
In dating and in business, strategy is about knowing where to be, who you’re trying to connect with, and why. Tactics are the actions you take once you’re in the right place. And when you skip strategy, you’re essentially pitching to strangers who may have zero interest in what you offer.
Let’s rewind that bar scene with a strategic lens.
Say you value active, outdoorsy people who love meaningful conversation. Do you head to a loud sports bar on a Friday night hoping to find them? Probably not. You’d think more intentionally — choosing places that align with your lifestyle and values. A hiking group. A bookshop café. A weekend community event. You show up where the right people are, not just where it’s convenient.
Businesses often miss this completely. They flood social channels, push product specs, and chase clicks—without first asking:
Are we in the right place?
Are we speaking to the right people?
Are we talking to them in a way that focuses on their needs and interests?
Do we even understand what matters to them?
Without strategy, you’re just hoping someone bites. With strategy, you’re creating relevance, building trust, and positioning yourself where your ideal customer naturally exists.
That’s why you don’t start with your pitch. Just like in real life, walking up to someone and listing your strengths doesn’t build connection—it builds distance. People want to feel seen, not sold to. In marketing, this means taking time to understand your audience: What do they value? What are they struggling with? What matters to them right now? A strong strategy builds in that warm-up period—the space to listen, learn, and earn trust. When companies skip this and jump straight to the hard sell, they’re assuming the pitch alone will convert. But connection doesn’t work that way. Relationships—whether personal or professional—are built through relevance, resonance, and respect over time.
So before you launch another campaign or sales pitch, stop and ask: Are we showing up in a space that aligns with our values and our customers’ lives? Are we listening before we’re selling?
Because no one wants to be pitched in a bar—and your customers feel the same way.
About the Author
Trained as a behavioral scientist and customer-centricity expert, Andrea Belk Olson helps companies operationalize corporate strategy through understanding mindsets and behaviors. She is the author of three business books, including her most recent, What To Ask: How To Learn What Customers Need but Don’t Tell You.
She is a 4x ADDY award winner and contributing writer to Entrepreneur Magazine, Harvard Business Review, Rotman Magazine, World Economic Forum, and more. Andrea is also an entrepreneurial adjunct instructor at the University of Iowa and TEDx speaker coach.
More information is also available on www.pragmadik.com and www.andreabelkolson.com.
