A marketing hill I’ll die on: There’s no such thing as implementing a “proven playbook”. While there are certainly fundamental marketing building blocks that need to be established regardless of the situation, there are just too many variables at play to merely apply a previous playbook to a novel environment. You have different customers, a different product, different economic conditions, different industries, different roadblocks, different headwinds, different tailwinds, different opportunities, and so on. A great playbook for one set of circumstances can be a horrible playbook for a different set of circumstances.