The Constraint That Makes Unorthodox Channel Activation Stick
You found a channel nobody in your industry is using. It feels like cheating. You launch, get a spike, then watch it fade. Six months later, you are back to AdWords and LinkedIn—wondering what went wrong. Most unorthodox channel activations fail not because the channel was bad, but because the team lacked the right constraints to make it stick. This article is a field guide for those who want to try something different—and actually sustain it. We will look at the patterns that work, the anti-patterns that kill momentum, and the hard question: when should you not use this approach at all. Where Unorthodox Channels Show Up in Real Work A community mentor says however confident you feel, rehearse the failure case once before you ship the change. Where the money runs out first A B2B SaaS company I worked with had zero budget for a trade show booth—literally zero.