Every Plan Needs a ‘Do Not Do’ List

Every business talks about what they want to do.

But few stop to define what they won’t do.

And that’s where clarity lives.

A strong strategy isn’t just a list of projects—it’s a filter. It helps you say yes to the right things and no to everything that’s a distraction. That’s why every business plan should include a ‘Do Not Do’ List.

What goes on it?

• Projects that sound exciting but don’t serve your current goals
• “Nice-to-haves” that will steal time from essentials
• Partnerships that aren’t aligned with your values or customers
• Offers that undercut your pricing discipline
• Marketing channels you’ve tested but don’t convert

It’s not about being rigid. It’s about being focused. Because in wholesale, time and resources are limited. Every “maybe” you entertain costs energy—and slows down the “musts.”

So the next time you update your 1-year or 3-year plan, add a second column.

Do this.
Don’t do that.

That way, when new ideas flood in, you’ve got a filter. You can grow with purpose—not just motion.