The 90-day marketing plan that actually gets executed

I stopped writing annual marketing plans about four years ago. They were always wrong by April and forgotten by June.

What I do instead: a 90-day plan, reviewed every two weeks. It fits on one page.

The one-pager

• One outcome. Not three. One number that has to move.
• Two channels. The two we'll actually invest in. The rest are noise.
• A weekly cadence. What ships every week, no exceptions.

That's it. The discipline is in the subtraction, not the strategy.