Have you ever looked at your business expenses and thought, "Why did I spend that?" New website. Fresh copy. Brand refresh. Social media manager. Ads strategist. Before you know it, you're $50,000 deep—and still not seeing results. Here's the uncomfortable truth: you're not buying bad services. You're buying hope that execution will solve what only decision-making can fix. In this episode, I break down what I call "the tactical shopping spree"—the pattern of spending on tactics to avoid sitting with three critical strategic decisions:

• Who do you serve?
• What are you known for?
• What are you saying NO to?

IN THIS EPISODE:

• Why smart founders keep making this expensive mistake (especially now)
• The hidden costs beyond the actual money (lost time, credibility leaks, team morale)
• Why you can't copywrite your way out of strategic confusion
• My personal confession: how indecision cost me a year of traction
• The four steps to stop the bleeding and get clear
• Why this compounds in 2026 (and what to do about it NOW)

Your Next Steps:

• Book your Communications Clarity to Conversion Diagnostic www.erintrafford.com/comms-diagnostic
• Grab the Story & Somatics Private Audio Vault: https://erintrafford.com/story-and-somatics
• Connect on Instagram: https://www.instagram.com/its.erintrafford
• Connect on LinkedIn: https://www.linkedin.com/in/erintrafford/
• Find Erin on YouTube: https://www.youtube.com/channel/UCfZBA8F_znMYzT4pjtWCbhA