Digital strategies often become wish lists of disconnected tactics. To assess coherence, ask three questions:
What problem are we solving for whom? A clear customer problem anchors all decisions.
How does each activity contribute to our value proposition? If you can’t articulate the link, the tactic may be vanity.
What trade‑offs are we consciously making? Strategy is as much about what you don’t do as what you do.
When leaders test their plan against these questions, they surface hidden assumptions and eliminate distractions. A coherent digital strategy doesn’t try to do everything; it prioritises actions that reinforce the core narrative and deliver measurable value to a specific audience.