Episode: 173
Here's a test for any marketing strategy: look for what it says no to. If the answer is "nothing" - it's not a strategy. It's a wishlist with a logo on it.
Last week we did the questions that come before building your 2027 plan. This week is the part nobody enjoys and everybody needs: the choices. Killing the zombie projects that survive on habit. Retiring the channels that eat more than they deliver. Saying no to good ideas so that great ones get funded properly. And doing all of it cleanly and on the evidence, so the calls hold up and actually stick.
I'm sharing the filter question I use on every request and every line of the plan, how to sunset something with data instead of drama, the trade-off sentence that makes "no" land as leadership, and why your stop-doing list is genuinely the most senior document you'll produce all season.
Three big bets, properly protected, beat twelve initiatives on life support. Every time.
Doing everything right but it's still not landing? The Marketer You Already Are is my self-paced course for marketers ready to be seen for the work they already do. Start here