The case against adding another channel

When results plateau, the instinct is to add a channel. It feels like action. It rarely is.

Before adding anything, ask whether your best-performing channel is genuinely saturated. In our experience, fewer than one in five clients who want to expand have actually exhausted what they already have.

Depth beats breadth almost every time, because depth compounds and breadth divides your team's attention across surfaces none of them will master.