I see so many campaigns get excited about a new tool, and use it without considering how it impacts their strategy. There are some really sexy organizing tools out there. In the midst of some amazing innovation, it can be all too easy to get excited about using a particular tool and forget to think about where it fits in to the grand scheme of your primary objective. The key is to remember that no matter how new and life-changing a tool is, unless you can use it to reach your goal, it's not worth spending time and money on. So, here's a little example to demonstrate the difference between goals, strategy and tactics.

Goal: Getting backstage at a Justin Bieber concert. Possible strategies, with accompanying tactics below each:

Strategy 1. Become friends with Justin Bieber's mom

• Join her book club
• Join her church
• Get your mom to introduce you

Strategy 2. Get Justin to notice you from on stage and invite you back

• Procure front-row tickets
• Coordinate posters and outfits among other attendees
• Throw something attention-getting onstage

Strategy 3. Become friends with the bouncer

• Dress in a way that he notices
• Buy him beer
• Date his best friend

Notice that the tactics for each strategy are unique, specific, and don't fit any other strategies. If you can stay committed to your goal, put creative strategies into place and use tactics that are effective in your specific situation, you'll be in good shape! And remember, if a tool or tactic helps you implement your strategy to reach your goal, you should use it (Justin Bieber's mom probably appreciates a nice young person in her book club). If it doesn't, then it's only going to be a distraction (throwing something attention-grabbing on stage at her church is probably counter-productive).

If a tool fits your strategy and tactics, use it! But make sure you know why you're using it, and how it benefits your work.

Kathryn Poindexter is a strategist at Stones' Phones, and a graduate of NOI's Campaign Manager Training.

Photo from jake.auzzie, shared under Creative Commons license.