We'll Tell You What NOT To Do

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I tell my kids what NOT to do all the time. It comes from a place of love, respect, and trust. I share what I have learned over time… the mistakes that I have made. It’s not giving advice; it’s experience sharing. It may not be welcomed, but it’s about me helping them avoid the challenges that I have experienced. Here at Relevate Health, it’s not much different. Strategy is all about making choices—determining where to play, where to double down, and, most importantly, deciding what not to do. Michael Porter is credited with the following quote: “The essence of strategy is choosing what not to do.” It’s so much easier to decide to do something than not. Sure, we will attend that conference. Yep, we will create that sales tool for you. Let’s just add that specialty to the target list. Put her on the list to invite to the advisory board meeting!

As you know, we don’t live in a world where resources are endless. Sure, money and time are at the top of the list… but what about energy, attention, and passion? Can you really give all of these projects your all? If you add two additional KOLs to the ad board invite, will everyone’s voice be heard? You can hire any agency to do stuff—to build a CVA, to create a market-shaping campaign, to flawlessly execute a congress experience. But are you partnering with people who will tell you NOT to do things? To focus your energy, attention, and resources on the high-value actions? We thrive (and succeed) because we are driven by a team of brand and data strategists who constantly bring our team and our clients back to only playing where we—the brand—can win. Identifying must-win markets or centers of excellence vs. a nationwide approach. Recommending an HCP video game experience vs. a TV spot to drive deeper engagement, education, and action. Saying no to something is incredibly powerful. It means you are focused and won’t be distracted by anything shiny outside of your strategic plan. We will proudly tell our clients what NOT to do if it means driving their business forward.

And as the parent of three teenagers, I find myself saying no a lot at home as well. But just like at work, I find that all of the “nos” make the “yeses” that much more important and memorable. Surround yourself with people who are willing to tell you no. Find a partner who’s willing to tell you the juice isn’t worth the squeeze… who’s willing to sacrifice a bigger scope to do what’s right… and who’s willing to get you to a solid strategy that makes it easy to say “no.”