Too many channels are pursued without sufficient focus or excellence.
Spreading thin across too many channels produces underperformance everywhere. Owning one or two channels with real depth consistently outperforms a scattered presence across five.
Jobs: "People think focus means saying yes to the thing you've got to focus on... It means saying no to the hundred other good ideas." And: "I'm actually as proud of many of the things we haven't done as the things we have done." (Fortune, 2008) Markkula: "we must eliminate all of the unimportant opportunities." Jobs: "Innovation is saying no to 1,000 things."
• Underperforming everywhere
Owned — Blog, email, app notifications all underutilized.
Earned — Weak presence everywhere.
Paid — Small budgets across many platforms.
Analytics — No channel reaches statistical significance.
AI — AI deployed across workflows with no depth.
• Dominate 1–2 channels first
