Rule #3

The greatest obstacle to an effective campaign is usually the client.

Born out of frustration, this rule highlights the crucial role customers play in building an effective marketing strategy. It’s not just about hiring an agency and stepping back—it requires active participation. This means engaging in strategy sessions, being honest about your industry, competitors, challenges, comfort level with creativity, communication frequency, and, of course, budget.

Simply put, marketing isn’t something you can fully outsource and forget about. Successful strategies are built with your input and the right resources to reflect where you are now while setting you up for future growth. If you withhold key information, constantly shift your budget, or struggle to define your message and benefits, your marketing efforts won’t deliver the results you’re hoping to achieve.