That’s Alex M. H. Smith’s bold claim in No Bulls*ht Strategy, and it’s one that hits home. Because the hard part isn’t writing the plan. It’s deciding what not to do.

Most B2B tech teams know the feeling: the pull to chase new markets, ship more features, or run just one more campaign. But when focus spreads thin, nothing truly lands.

In this month’s Book Club, we’ll explore how strategy moves from paper to practice, the choices a team truly commits to. In marketing, that means sharper priorities, fewer distractions, and the courage to say no. Because saying yes is easy. Saying no is strategy.

What to expect

• A dive into the key ideas and provocations from No Bulls*ht Strategy

• Open discussion on how these principles show up in B2B tech teams today

• Real-world examples of what it means to choose focus, and what it costs

• A chance to connect, challenge, and refine your own strategic instincts

RSVP
Join our book club and confirm your spot and let us know you’ll be joining. And yes, it’s totally fine if you haven’t finished the book — come anyway!