Casey Stanton is the Founder of CMOx, a Fractional CMO, and author of the Wall Street Journal #1 bestseller, The Fractional CMO Method. Casey shares how you can create your own hallways, when you should use non-scalable tactics, and why you need to become a collector of ideas.   Takeaways: Marketers generally look at the typical solutions to a problem and then decide which of those typical solutions is best. However, you can be much more effective if you bypass those solutions altogether. For example, cutting through a wall instead of picking a lock. Before figuring out how to solve a problem, first identify what you are solving for, then you can start thinking about the how. While scalable tactics are very important, when you first take over as the CMO, you should be looking for the non-scalable tactics you can use to get things jumpstarted. You can start scalable tactics that require lead time after you get the first few wins. Don’t start with scalable solutions. Start with things that work and then see if you can scale them.  When you come across a problem, step back and define what problem you are solving. Next, think about the typical ways a marketer would solve that problem. Once those solutions are out of the way, get creative and come up with an interesting way to solve it. When determining which problem to solve for your fractional client, identify which will have the biggest impact for your client and then think of the ways that you can solve it. Become a collector of new ideas and ways to do things. Pay attention to the way things are being offered in relevant marketing campaigns. Collect these ideas so you can test them for your clients down the road and scale what sticks.   Quote of the Show: “When you step into a business as the CMO, your job is not to come up with marketing campaigns that are going to last forever and be super robust because oftentimes those campaigns have a lot of waste to get started.” - Casey Stanton   Links: Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ CMOx Website: https://cmox.co/call/ The Fractional CMO Method: https://cmox.co/book/   Shout Outs: Bill Mason Dan Kennedy   Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube: https://youtu.be/NuCrTuVQYYI