Don’t get me wrong, tactics are useful, necessary in fact. They are the tip of the spear, they are the ‘how’ you execute on your strategy. But don’t confuse them with strategy and don’t make them the cornerstone of the value you add.
Tactics, by their nature, are formulaic. And the wonderful thing about formulas is that, with enough practice, anyone can follow them. The bad thing about something anyone can follow is that it quickly becomes commoditised.
Understanding the psychology of decision making allows you to add far more value than simply knowing the mechanics of how to structure a Google Ads campaign.
So by all means, have your playbook of tactics, but let your value be in the deep understanding of the principles behind them. And better still, think about how you can demonstrate that to the world.