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Most projects are dying because they're obsessing over the wrong channels.
I see it constantly.
Teams pour thousands of dollars into Twitter ads, LinkedIn campaigns, cold email sequences... then wonder why nothing's converting.
Meanwhile, the one place their actual customers hang out is completely ignored.
It's not a budget problem.
It's not a product problem.
It's a "we went where we thought we should be" problem.
The uncomfortable truth is that most channel decisions aren't based on data.
They're based on what sounds impressive in a board meeting, what the competitor is doing, or what someone read in a marketing blog three years ago.
And nobody wants to admit that.
So the campaign runs.
The budget burns.
The results disappoint.
And somehow the conclusion is "we need better creative"... not "we're talking to nobody in a room full of everybody."
Before you plan your next campaign, ask yourself one honest question:
do you actually know where your customers spend their time?
Not where you assume they are.
Not where it's convenient to reach them.
It should be where they actually are.
Because the best message in the world, delivered to the wrong room, is just noise.
Find the room first. Everything else gets easier.
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