For years, as a digital marketing consultant, I thought being “excellent” meant giving every client a completely custom solution. I wore it like a badge of honor. If a client said, “Patricia, our social media isn’t converting,” I would jump in and build a fresh strategy from scratch. If another said, “Our website isn’t bringing leads,” I would create a brand-new plan. If someone whispered SEO, I would open a blank document and start again. Custom proposal. Custom scope. Custom deliverables. Custom everything. And because I’m naturally a systems thinker, I always felt a little irritated with myself. Why was I rebuilding the same house brick by brick every time?…
