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37 marketing things you can stop doing on Monday
Every marketing list you’ve downloaded gave you more work. This one takes work away — 37 specific things a $1M–$30M company can stop doing this week, and what usually happens when you do.
(Nothing.)
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Straight to your inbox. You’ll also get The Wiring, my weekly note on marketing that actually moves revenue. Unsubscribe whenever — no hard feelings.
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Five of the thirty-seven
3
Stop treating last-click attribution as the truth. It systematically overcredits whatever happened immediately before the sale and starves everything that created the demand.
20
Stop planning the website redesign. Almost nobody’s growth problem was a website problem.
28
Stop letting the agency choose the KPI it’s measured on. An agency that hits its ROAS target has done exactly the job you paid for — the question is whether that job was the right one.
31
Stop paying for seats nobody has logged into. Pull the login report on every martech tool you own. This one takes an hour and usually pays for itself immediately.
37
Stop evaluating AI tools by what they can do. Ask what you’d stop doing if you bought it. If the answer is nothing, you haven’t found a tool — you’ve found another thing to maintain.
+ 32 more.
Why subtraction?
Adding to a bad aim doesn’t cost you more. It just buys you less.
When marketing isn’t producing, the instinct is to add. Another channel, another tool, another agency, another content push. It feels like progress because it is activity.
But most companies your size don’t have an effort problem. They have an aim problem — and adding to a bad aim just spreads the same budget across more places you can’t defend.
Subtraction is the fastest, cheapest, lowest-risk lever you have. It costs nothing. It frees budget and attention immediately. And you can act on it this week without asking anyone’s permission.
Who’s handing you this
Twenty-five years leading marketing for Microsoft · LVMH · Sephora · American Airlines · John Deere — and for startups chasing their first million.
MicrosoftLVMHSephoraAmerican AirlinesJohn DeereMicrosoftLVMHSephoraAmerican AirlinesJohn Deere
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