As the New Year kicks off and businesses set ambitious targets for 2026, marketing expert Shedrack Owen is urging founders and creatives to rethink their approach. In a recent commentary, Owen advises abandoning traditional marketing goals—such as hitting a certain follower count or going viral—and instead focusing on habits that drive consistent results.

Owen explains that goals tied to outcomes are inherently risky because they rely on factors beyond one’s control. “You cannot force the Instagram algorithm to favour your video, or make a client sign a proposal,” he notes. When these results fail to materialize, motivation often fades, leaving founders frustrated and burnt out.

The solution, Owen says, lies in focusing on inputs—daily, controllable actions that build progress over time. For instance, instead of obsessing over reaching a sales target, founders can commit to sending five pitch emails every morning. Success, he argues, is built on habits, not hope.

To thrive in 2026, Owen recommends three core marketing habits:

1. The Show Up Habit – Maintain a consistent publishing schedule on social media or email newsletters, even when inspiration is lacking.
2. The Engagement Habit – Treat social platforms as a conversation, not a megaphone. Spend time each day commenting, answering questions, and building relationships.
3. The Review Habit – Regularly assess what’s working and what’s not. Weekly reflection allows businesses to course-correct and improve.

“Founders who win won’t be the ones with the flashiest resolutions,” Owen writes. “They will be the ones who fall in love with the boredom of consistency.”

The takeaway for businesses heading into the new year: focus less on lofty, uncontrollable goals and more on the actionable habits that actually drive growth.