What I do not do
- I do not manage people or run day-to-day operations: I lead the strategy and its upkeep.
- I am not a coach.
- I do not take the place of agencies, marketing directors or suppliers: I work alongside them.
- I do not apply the same step-by-step method to everyone: the strategy is a course built with the client.
- I do not promise a complete strategy in a few weeks.
- I do not work as the executor of decisions already made.
- I do not sell visibility, or content made for metrics.
These rules, with the reasons for each, are also in my manifesto, under “What I don’t do.”