Marketing strategist Tiffany Markarian joins Scott Heinila to challenge how advisors think about building their business heading into the new year. Her central message: growth and scale are not the same thing, and most practices are stuck because they keep chasing revenue without fixing the business sitting underneath it.Tiffany explains why "post and hope" content marketing rarely pays off, and makes the case for a true influencer strategy — getting your content picked up by the podcasts, journals, associations, and niche networks where your ideal clients already congregate. She walks through a practical exercise for right-sizing a practice: running every household by revenue against the hours the entire staff spends servicing it, tiering clients honestly, and aligning services and fees to what each tier actually warrants.The conversation closes with a forward look at industry M&A, advancing technology, and broadening client expectations — and why staying close to your clients and a well-chosen niche is the most durable strategy in an unpredictable landscape.