No activity is off the table if it helps you achieve your goals

Lately, I’ve seen a lot of discussions about what you should and shouldn’t do in business development, marketing, and operations.

“Don’t do cold outreach.”
“Don’t post too much content.”
“Don’t waste time networking—focus on inbound.”

But here’s the reality: if something aligns with your goals and delivers results, why wouldn’t you try it?

Here are some common “don’ts” I’ve heard over the years—along with real-world examples of why they shouldn’t be ignored.

“Don’t do cold outreach.”
I worked for a global firm that ran a telemarketing campaign for the life sciences sector. Many dismiss telemarketing as outdated, yet it brought in prospects. The reason? It was well-executed, targeted the right audience, and had clear success metrics.

“Don’t post too much content.”
The algorithm is constantly changing—there’s no such thing as too much if it’s driving engagement. Some brands post multiple times a day and thrive. The key is to track what works and adjust accordingly. If frequent posting gets results, why hold back?

“Don’t use ads; organic is better.”
Organic reach is valuable, but paid advertising can accelerate growth dramatically. I’ve seen firms generate steady leads with well-targeted LinkedIn, Google, and Facebook ads. The key is making sure your ads are trackable and optimised for ROI.

“Don’t bother with directories.”
Many claim directories are outdated, but they still have a place - especially in the tender process. For law firms, being listed in Doyles, Chambers, or Legal 500 can elevate your practice by showcasing expertise and credibility. Procurement teams often cross-check firm credentials in these directories—if your competitors are listed and you’re not, you’re missing opportunities.

“Don’t do print advertising.”
Print ads still work in niche areas. If your audience reads trade publications or the newspaper, it’s worth testing.

“Don’t waste time networking—focus on inbound.”
Inbound is powerful, but networking remains one of the best ways to build relationships and generate referrals. I’ve seen professionals land their biggest clients through events, industry meetups, and even casual coffee meetings. The key is networking with intention and tracking its impact.

Marketing isn’t about following rigid rules—it’s about achieving measurable results and making every dollar count. The first rule in marketing is simple: don’t do anything you can’t measure.

What worked yesterday might not work tomorrow, and today’s unconventional approach could be next year’s best investment. But if you can track its impact and see a return, then it’s not a risk—it’s a strategic move.

So, the next time someone says, “You shouldn’t do that,” ask yourself: Can I measure its success? Will it get me closer to my goals? Is this the best way to maximise my budget?

If the answer is yes, then it is absolutely on the table as an idea.