Think like the CEO, not just the marketer. That’s how you create strategy that actually works.

If I was in a marketing department, I would just think like, what would I do if I was CEO of this company? And how do I need to get the mind of the customer to change in order for us to get to where we want to go? And I would write strategy as if I was the CEO of the company. And then it's like, well, if this doesn't fit into like the culture here, because you told me these 12 things that really don't matter at all and I didn't write those 12 things into the strategy, then you will find like you that's not a good place for you. And hopefully at least for me in my career. And I've been freelance more, not as much a full time employee, but it's really served me to just try to do things as if I'm the CEO of the company. And then some places I don't fit in because I'm not like towing the company line about all the 12 different things that I was supposed to say. And then other places are like, this guy is great. This is exactly who we need. And you kind of end up in those places where there's a need for that.