I have heard this saying for many years. Probably the best analogy to describe when you have things out of logical sequence. I love technology and communication. I love to tell the story through any means but I particularly like digital formats. “What is it I love the tell? Oh yeah, the story. Right. I got keep that in the fore front. I could really tell a good story if my website had a flash component with blue hues. Yeah, blue hues are me. Lets find a good blue design and a catchy URL. Alright, got it. OK now lets design the page and launch it. There, now I like the look of that. Can you imagine the impact I will have with this site. Oh yeah, forgot to actually finish the story. What exactly was the story again? Maybe I could write the story so it fits with the design of this site. Wow this is harder than I thought.” Remember the story it self is the key. If you don’t have the story you need not go any further. The story is your message. The message should drive the tactics…not the other way around. Next time you have a story to tell or a message to get out, perfect the content and then start the tactical planning.