Fewer Things: Part II

May 24, 2020

This is part of a weekly journal I'm keeping about my day job running marketing at Inntopia.

Back in February I was talking about how I was going to try to trim the marketing fat and do fewer things, better.

Right now I have about 7 areas I work on. These changes would add another 3 or so to that list. But instead of trying to do all 10 or find a new set of 7 from those 10, I’m thinking more and more about narrowing down my focus to a core group of 3 or 4 instead.

This week made me realize that I didn’t succeed at the time – partly because two weeks later was when COVID-19 quickly became a thing – and it’s now more necessary than ever.

So this week was a combination of three things:

  • An honest audit of all the things we’re trying to do
  • A first attempt at identifying the stuff we can sustainably do
  • What my role should be in making it happen

For example, by my count we create more than 12 different types of content at Inntopia. For a soon-to-be one-man marketing team? That’s not sustainable. But all of it is valuable to some people at some time.

So the next few weeks will be very much an exercise in evaluating the ROI of each type and being honest with myself about the results.

More updates from my day job journal:
A Different Style
June 12, 2020
Tough Times
June 8, 2020
Complexity vs Disorganization
May 29, 2020
Fewer Things: Part II
May 24, 2020
Foot on the Gas
May 15, 2020
Smart, Simple Retargeting
May 8, 2020
Go Bigger
May 1, 2020
Zizzer-Zoof Seeds
April 24, 2020
A Simple Goal
April 17, 2020
Coming Together (Again)
April 11, 2020
Goggles for Docs
April 3, 2020
Pausing Work
March 27, 2020
Pausing Marketing
March 20, 2020
Come Together
March 13, 2020
Moving the Needle
March 6, 2020
Fewer Things, Done Better
February 28, 2020
Marketing / Product
February 21, 2020
February 15, 2020
Things I Don’t
February 7, 2020
Practice, Practice, Practice
January 31, 2020
January 24, 2020
Validating the Message
January 17, 2020
A Different Kind of Story
January 10, 2020
Autonomy & Strategy
January 3, 2020
A Big Year
December 31, 2019

Hi, I'm Gregg.

I'm a marketer, maker, and long walk taker.


By day I run marketing for resort CRM / ecommerce provider, Inntopia. After the kids go to bed my laptop is my workshop where I'm building an email marketing tracking platform called SendView.