Budget season is where strategy gets tested. In this conversation, Samantha and K.C. O’Rourke of KCLO Communications the Sorted Collective, unpack why treating budgets like a spreadsheet exercise—or blowing everything up in a “rip and replace”—leads to wasted time and money. They dig into the lag between today’s budget decisions and tomorrow’s results, and why leaders who only review strategy once a year are already behind.

From making the case for brand spend to winning buy-in from a skeptical C-suite, they share practical ways to anchor budget conversations in outcomes instead of activities. The episode highlights the value of monthly Start/Stop/Continue reviews, how to use diagnostics to find quick wins, and why small, consistent steps compound into long-term growth.

It’s a reality check for anyone heading into budget season: don’t chase silver bullets, don’t let anxiety drive scorched-earth resets, and don’t forget that every dollar you allocate today is building your results for next summer and beyond.