Deciding what your brand won't say, do, or touch with a 39-1/2-foot pole is just as strategic as what it will. It's the fastest path to avoid wasting marketing dollars on irrelevant leads and unfocused projects and ensuring your content and media are optimized for your buyer's journey. In this episode, Jess and Susan discuss the importance of knowing what your marketing team won't be doing, what you'll say no to, and how that will positively impact the results. Takeaways: * Putting guardrails around your content and media at the strategy level and beyond * How to decide where to spend on media * Learning to say no, so you can perform at your best That's Marketing, Baby is produced by Sweet Fish Media. Book a call at sweetfishmedia.com.