The most significant marketing mistake is using data to push consumers down a brand-desired path they aren't interested in. It is far more effective to identify and build upon existing consumer behaviors. Forcing a misaligned journey is a waste of resources and alienates the customer base.

Before committing to a marketing channel like social media, ask yourself three critical questions. If you can't answer "yes" to whether you enjoy it, if it's delivering results, and if it aligns with your values, it's time to find an alternative. This framework simplifies complex marketing decisions.

Leaders often choose expensive, traditional advertising for ego gratification, like a TV spot during a baseball game, over more effective and profitable digital platforms. This preference for the familiar methods of 'yesterday' stifles growth and wastes money in favor of personal validation.

B2B marketing often assumes a sterile, professional-only mindset. This is flawed. The same person scrolling LinkedIn during the day also binges consumer entertainment at night. B2B content should embrace humor and personality, recognizing that you're always marketing to the same multifaceted human being.

Opting out of social media is not a neutral stance in business. To potential buyers, it signals that you are not current, not relevant, and unwilling to engage on the platforms where they operate. Your absence communicates negative volumes about your adaptability.

Frame marketing strategy not as managing channels, but as "day-trading attention." Identify platforms where user attention is high but advertising costs are low due to a lack of saturation from major brands. This arbitrage opportunity allows smaller players to achieve outsized results before the market corrects.

When platforms like Instagram roll out a new feature, such as the awkward long horizontal format, marketers should adopt it immediately. Platforms aggressively push new features to drive adoption, rewarding early adopters with increased visibility and reach, even if the feature itself is disliked by users and creators.

Instead of reactively trying to please algorithms, proactively identify the best 'doorways'—specific platforms and content formats—to reach your ideal audience. This shifts the focus from chasing reach to strategically choosing where you appear and how you present your brand.

To break through the noise of modern influencer marketing, target less-obvious platforms. Instead of competing for attention on Instagram and TikTok, pitch YouTubers and Substack writers who receive fewer inquiries. This approach increases your chances of getting noticed and securing features without a budget.