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As the year winds down, most people are busy listing what they want to add next.
New tools.
New channels.
New strategies.
But the old rule that still decides outcomes is simpler than that:
What you choose not to do matters just as much as what you choose to pursue.
That’s been true in business forever — and it’s even more true heading into 2026.
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The Old Rule
Focus isn’t about doing more.
It’s about protecting what already works.
Every generation rediscovers this the hard way:
spreading attention too thin feels productive… until nothing compounds.
Why This Matters Right Now
We’re entering a year where:
Attention is fragmented
Platforms change quickly
AI accelerates everything — including bad decisions
The risk isn’t missing out.
The risk is chasing noise instead of building signal.
Shoppers are adding to cart for the holidays
Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.
Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.
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The Translation
Strong operators don’t try to be everywhere.
They:
Choose fewer channels
Protect the experience
Build assets they actually control
Let distractions pass without reacting
That restraint is what creates leverage.
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They all have newsletters.
If you’re building a personal brand, social can only take you so far. Algorithms glitch. Reach tanks. But a newsletter gives you real ownership and revenue.
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As you close out the year, don’t just ask what you want to start.
Ask what you’re willing to ignore —
and what you’re finally ready to own.
🍾 See you in the new year,
—Panorama News Crew—
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