Your Strategy Is a Living Thing — Treat It That Way
Last Time, We Talked About the Role of Marketing
In my last post, I shared something that took me years to learn:
Marketing is a tool, not the goal.
That mindset shift was huge — but it’s only part of the story.
Because once you stop treating marketing like the finish line, you realize something else:
Your strategy can’t be set in stone either. It has to move with you.
The Reality No One Likes to Talk About
You can build the most beautiful marketing plan.
You can outline every touchpoint, nail every timeline, and get full team buy-in.
And still, halfway through the year...
The market changes.
Customers shift behavior.
Your team dynamics evolve.
It’s not failure.
It’s reality.
Strategy That Moves > Strategy That Freezes
When you treat strategy like something that breathes, like something living, you leave yourself room to adapt without losing focus.
You’re no longer trying to "fix" things when plans don’t match reality.
You’re simply doing what smart leaders do: adjusting course to stay on track.
What It Looks Like in Action
Here’s what I see winning companies doing right now:
They hold regular checkpoints and aren’t afraid to change direction.
They give teams permission to flag when a plan feels off instead of pushing through for pride’s sake.
They remember the goal and don’t get overly attached to how they get there.
A Simple Question to Stay Centered
Every 90 days, ask your team:
"What’s still true, and what’s changed?"
You’ll be surprised how powerful that simple check-in can be.
Because the best marketing strategies aren’t just written —
They’re lived.
