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The month-two test
By week eight I can usually tell whether the agency is executing a strategy or substituting for one. If nobody can explain which customers the spend is meant to reach, it’s the second.
What happens next
We pause the retainer, put the budget into one channel we can measure, and bring an agency back once we know exactly what to ask it for.
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Positioning is a sales problem wearing a marketing hat
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The Thursday Memo
One email a week, written on Thursdays between client calls. 4,200 founders and marketers read it.
