There's a question I ask whenever I'm planning a new piece of marketing work: will this still be producing value three months from now? If not, it's a campaign. If so, it might be a system — and systems are what compound.

Here's a pattern I've seen at almost every company I've worked with: Q1 starts with a plan, Q2 rewrites it, and by Q4 the team is exhausted from starting over. This is the momentum problem — and it's fixable.

There's no shortage of marketing advice out there. Most of it is written for people who approve the work. This newsletter is for people who do it.