Everyone loves talking about strategy. It's the fun part. Ideas start flowing. Possibilities take shape. The team gets excited about what could be accomplished. Someone leaves saying, "This is going to be huge." Then Monday comes.

Sometimes the most important part of a marketing project happens before anyone creates a single social media post, writes a headline, or designs a website.

Does your marketing feel like a game of Red Light, Green Light? Green light: “We have a minute—let’s post, send an email, update the website, ask for reviews.” Red light: “We’re slammed. Marketing can wait.” If that sounds familiar, you’re not alone. Most small to medium-sized businesses don’t have a marketing problem—they have an “ownership” problem.