Some brands don’t plan for the new year. They just roll over into it.

They carry the same strategies, same flows, same creative angles, and wonder why nothing changes.

In my experience, you have to treat December like the pre-season (the setup time).

Here’s what I’d be doing this week in preparation for January:

• Auditing: Look back at 2025’s top-performing campaigns. What made them the top? Was it the offer? The creative? The audience? Find the pattern and double down on what your data validates.

• Cleaning House: Your email list is probably bloated, so purge the dead weight now. It’ll save you thousands when you start scaling again in January.

• Planning January: Don’t wait for Q1 to “pick up.” Warm your audience with education, stories, and small drops in early January, before your competitors wake up.

• Rethink Your North Star Metric: In 2026, engagement means nothing if it doesn’t turn into retention. You have to focus on LTV, repeat rate, and community growth, not just ad clicks.

If 2025 was your year of testing, 2026 should be your year of tightening. Sharpen your message. Streamline your funnel. Simplify your story.

Because in 2026, clarity will certainly outperform creativity.

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