{"id":3330,"date":"2026-01-25T07:04:45","date_gmt":"2026-01-25T07:04:45","guid":{"rendered":"https:\/\/m96.consulting\/schemes-of-operation\/"},"modified":"2026-05-03T01:30:22","modified_gmt":"2026-05-03T01:30:22","slug":"schemes-of-operation","status":"publish","type":"post","link":"https:\/\/m96.consulting\/en\/schemes-of-operation\/","title":{"rendered":"Schemes of operation"},"content":{"rendered":"\n
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Microblog.<\/h2>\n\n\n\n
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Schemes of operation<\/h2>\n\n\n

Practical example. I need to set up a marketing department. What strategy do I inject? What tactics? There are many frameworks, should I learn them all before choosing one? Should I choose one? The answer is always the same. The more I transpose from the world, the more functioning structures I come into contact with, the more I can do two very important things. Pattern recognition, there is tracing my issues under discussion back to at least partially known problems. Tailoring, that is, sewing a tailored solution from elements derived from the experience of others, without me having to experience everything myself and with the costs borne by me. Reading does no harm, but blindly applying, haphazardly lowering frameworks from above does a lot of damage. At the very least it doesn’t work, and creates friction in the process.<\/p>\n\n\n\n

Let’s go back to the marketing example. At one extreme I have the pragmatic, ROI-oriented approach (ref Dan Kennedy), broad-spectrum initial exploration and positive selection, that is, I try many ideas and pursue those that yield the most return. On the positive side, it is enough for me to produce ideas; I do not have to speculate anything about their effectiveness because they will simply have to be mechanically tested on the playing field. Obvious downside, costs. On the other side of the scale is the laser approach, I systematically narrow the field and find the niche of personas most aligned with my product (ref Seth Godin), reduce costly efforts but simultaneously create value for my customers-or prospects as such-instead of noise.<\/p>\n\n\n\n

The point is that the two approaches are not mutex, they are not mutually exclusive. I can start from the objectives of the latter and on that basis use the techniques of the former. I explain further. 1, I can have the goal-the strategy-to create value and use an approach that is called product-first. And 2, in doing so I use the tactic of positive selection, of systematically reducing fruitless efforts. Thus we come-abstracting from marketing for a moment-to postwar Japan, the need to optimize costs and produce exactly what was needed, demanded by the market. From here all Lean strategies of doing business, of doing factory, and now of doing services develop. I have to be mindful in deciding what I want to do\/produce and I have to be mindful in deciding the how.<\/p>\n\n\n\n

In this article I used lean marketing (ref Allan Dib) but could have similarly talked about disciplined agile (ref Scott Ambler) or other paradigms. I used them as an example to say that in counseling, frameworks, patterns of operation, can be learned and applied. But the real value lies in learning them, abstracting and combining them, to synthesize from time to time the tactical-strategic tool that the specific case needs. Each company is an instance unto itself of the same abstract company-object, so there are constructs, constraints and superstructures that should not be simplified.<\/p>\n\n\n\n

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Microblog. Practical example. I need to set up a marketing department. What strategy do I inject? What tactics? There are many frameworks, should I learn them all before choosing one? Should I choose one? The answer is always the same. The more I transpose from the world, the more functioning structures I come into contact […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3330","post","type-post","status-publish","format-standard","hentry","category-senza-categoria"],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false},"uagb_author_info":{"display_name":"matteo.sbrugnera@m96.consulting","author_link":"https:\/\/m96.consulting\/en\/author\/matteo-sbrugneram96-consulting\/"},"uagb_comment_info":0,"uagb_excerpt":"Microblog. Practical example. I need to set up a marketing department. What strategy do I inject? What tactics? There are many frameworks, should I learn them all before choosing one? Should I choose one? The answer is always the same. 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