Picture this: You’re a business owner staring at yet another marketing plan that isn’t delivering results. You’ve spent countless hours trying to figure out how to fix it, but something’s missing. What if you’re asking the wrong question entirely?

In his groundbreaking book Who Not How, Dan Sullivan reveals a fundamental truth about successful leadership: the most effective leaders don’t waste time figuring out how to solve every challenge—they find the right who to bring their vision to life.

The Business Owner’s Dilemma

Every day, ambitious business owners hit the same wall. They excel at running their companies but struggle with marketing strategy. They ask themselves:

• How do I develop a comprehensive marketing plan?
• How do I stay ahead of digital trends?
• How do I measure and optimize our marketing efforts?

But these are the wrong questions. The real question should be: “Who can transform our marketing and drive measurable results?”

Enter the fractional CMO—a seasoned marketing executive who brings Fortune 500 expertise without the full-time commitment. These strategic leaders step in to:

• Design and execute winning marketing strategies
• Build and lead high-performing teams
• Drive measurable business growth
• Free you to focus on what you do best—running your company

The Fractional CMO’s Challenge

But here’s where it gets interesting: the Who Not How principle isn’t just for business owners—it’s equally powerful for fractional CMOs themselves.

Many talented marketing executives step into the fractional CMO role thinking they need to figure out everything alone:

• How to create systems and processes from scratch
• How to scale beyond individual capacity
• How to attract ideal clients
• How to build a sustainable practice

Sound familiar? Just like the business owners they serve, fractional CMOs often fall into the “how” trap.

Finding Your Perfect “Who”

This is where yorCMO enters the picture. We’ve built a proven ecosystem where:

For Business Owners:
The right who is a fractional CMO who brings experience, strategy, and execution capabilities to transform your marketing efforts.

For Fractional CMOs:
The right who is yorCMO—your partner in scaling a successful practice. We provide:

• Battle-tested systems and processes
• A supportive community of peers
• Enhanced brand credibility
• A clear path to growth and eventual exit

The Power of Partnership

When you stop asking “how” and start finding your “who,” transformation happens. Business owners gain a strategic marketing leader who drives results. Fractional CMOs gain a proven framework to scale their practice and maximize their impact.

This is the essence of Sullivan’s Who Not How philosophy in action—leveraging expertise and partnership to achieve more than any individual could alone.

Are you ready to find your who?

• For business owners: Your who is a fractional CMO ready to transform your marketing.
• For fractional CMOs: Your who is yorCMO, ready to help you scale your practice.

Let’s talk about how we can help you stop asking “how” and start finding your perfect who.

Ready to take the next step? Contact us to discuss how yorCMO can be your strategic “who” in building a more successful future.