Why every marketer needs a ‘do-not-do’ list

There’s a tendency in marketing to solve every problem by doing more. Add another channel, spin up a new campaign, test five variations, hop into another meeting, spin up five more dashboards. Before long, you’re not prioritizing, you’re just reacting.

I’ve been there more times than I’d like to admit. But a while back, I came across a question from Tim Ferriss (from his blog post “17 Questions That Changed My Life“) that shifted how I think about work:

• “What if I could only subtract to solve problems?”

That idea stuck with me. What if instead of asking what more I could do, I wondered what I could remove? What was I doing out of habit, obligation or anxiety that wasn’t actually moving the needle? Turns out, a lot.

Subtraction as a strategy

Ferriss also poses this question:

• “If I could only work two hours weekly on my business, what would I do?”

Now I don’t work two hours a week (I wish), but the constraint is useful. It forces clarity and impact over volume. When time is tight, it guides focus on what matters and, more importantly, what doesn’t.

This is particularly important now, given the rapid adoption of AI and automation and the desire to do more. I’m not against being efficient, but the effort must be effective.

That’s when I started keeping a do-not-do list, a concept I first encountered in Ferriss’s writing.

Dig deeper: How marketers can break free from decision fatigue

What’s a do-not-do list?

It’s exactly what it sounds like: a short list of tasks, habits or default reactions I’ve intentionally decided not to spend energy on—or at least only when it will truly be impactful.

This isn’t a productivity hack or some clever to-do list app. It’s more of a mindset filter, something I revisit regularly to stay focused on the work that drives results.

Here are a few real items from my list over the years (some of these are from other Ferriss resources, such as “The 4-Hour Workweek”).

Don’t start your day with email

This might be tough for some roles that are more admin-focused. Realistically, most emails are not fire drills and require a response within the first hour or by the morning. This space allows for building, creating or deep thinking before reactive email responses.

Don’t consume LinkedIn frequently

After checking my screen time, I deleted the app. I’ve drastically reduced my LinkedIn usage. Guess what? I’m less anxious about what I need to do, haven’t missed anything important and have more time back.

Don’t consume content just to consume content

I’m naturally curious and always want to learn from others:

• What they’ve tried.
• What’s working.
• What I might be missing. 

But I realized it became overwhelming and unproductive. Now, I only seek content tied to a skill or challenge I’m actively working on. I find someone who’s done it well and then tune out the rest.

Dig deeper: Marketers should make time for time management

Don’t take on projects I can’t batch

Projects with constant start-stop rhythms drain me. Task switching kills momentum and burns energy. 

I avoid anything that doesn’t allow for focused, batch-style work unless it’s a favor for a client or friend I want to help.

Don’t schedule meetings two days a week

This one’s huge for me. Having no-meeting days lets me do deeper work or process big decisions, whether for clients or internal strategy. I know this isn’t easy for every team, but I’ve noticed how often I’m on calls with 5+ people who don’t need to be there. 

Internally, we’ve been asking more often: Does this person need to join live? Or can we catch them up asynchronously? It’s not about cutting people out, it’s about respecting their time.

Some of these might sound small or obvious, but over time, they create space — mentally and logistically — for deeper work. By cutting noise, my team has been able to spend more time on insights that actually drive results.

Why this works (especially in marketing)

Marketing is one of those roles that will fill all the time you give it. There’s always another test to run, another angle to explore, another report to pull. If you’re not careful, you can spend entire weeks on work that looks busy but doesn’t actually move anything forward.

The do-not-do list isn’t about doing less for more time to chill. It’s about removing noise so you can do the things that matter.

In my own work (running a boutique performance marketing agency), this has meant:

• Shorter, more focused internal calls.
• Quick 15-minute internal debriefs instead of 30 or 60-minute meetings.
• Not having check-ins for the sake of having check-ins.

Dig deeper: Marketing’s inner game: Unlocking the power of natural productivity cycles

How to build your own do-not-do list

This doesn’t need to be fancy. I started mine in a blank Google Doc. Here’s how to get started.

• Audit your week: Look at last week’s calendar and task list. What drained your energy? What didn’t produce a clear outcome?
• Ask, “If I stopped doing this, what would break?”: If the answer is “nothing that matters” or “I’d feel guilty,” that’s a clue.
• Set constraints: Try Ferriss’ questions: What if I could only subtract to solve problems?
  • If I could only work two hours this week, what would I do — and what would I skip?
  • It’s extreme, but that’s the point. Sometimes you need an extreme lens to spot what really matters.
• Write your first 3-5 do-not-dos: Make them specific and personal. This is about freeing yourself from low-leverage habits.
• Revisit monthly: This isn’t a one-and-done list. Priorities shift. Add and subtract as needed.

A few ideas to consider

What should be on your list? Here are some suggestions:

• Don’t respond to every email immediately.
• Don’t start the day in meetings, protect at least one morning a week.
• Don’t create reports no one reads. Ask people if they are actually using these reports. 
• Don’t default to more channels, double down on what’s working.
• Don’t attend brainstorms without clear objectives.

And one I’ve leaned into heavily this year: 

• Don’t confuse motion with progress.

Dig deeper: From friction to flow: A marketer’s secret productivity engine

Flip the script: Try the do-not-do mindset

This isn’t a magic bullet — you won’t suddenly cut your workload in half or turn your team into a productivity machine overnight. But a do-not-do list gives you something just as valuable: a pause. And often, that’s all you need to step back, reset and make better choices.

If you’ve been feeling stretched thin or scattered, flip the script. Don’t ask, “What else should I be doing?” Ask instead, “What would happen if I stopped doing this?”

That single shift in perspective can create the space for deeper work, clearer priorities and results that actually move the needle.