Episode highlights:

Marketers generally look at the typical solutions to a problem and then decide which of those typical solutions is best. However, you can be much more effective if you bypass those solutions altogether. For example, cutting through a wall instead of picking a lock.

Before figuring out how to solve a problem, first identify what you are solving for, then you can start thinking about the how.

While scalable tactics are very important, when you first take over as the CMO, you should be looking for the non-scalable tactics you can use to get things jumpstarted. You can start scalable tactics that require lead time after you get the first few wins.

Don’t start with scalable solutions. Start with things that work and then see if you can scale them.

When you come across a problem, step back and define what problem you are solving. Next, think about the typical ways a marketer would solve that problem. Once those solutions are out of the way, get creative and come up with an interesting way to solve it.

When determining which problem to solve for your fractional client, identify which will have the biggest impact for your client and then think of the ways that you can solve it.

Become a collector of new ideas and ways to do things. Pay attention to the way things are being offered in relevant marketing campaigns. Collect these ideas so you can test them for your clients down the road and scale what sticks.