Constraints aren’t blockers. They’re filters. They clarify what’s available to us when developing our growth engine.

Before choosing motions or channels, you need to define what’s actually on the table, given the conditions unique to your startup.

Categories of Constraints:

Resourcing Constraints

• Budget (monthly spend available)
• Hours per week available for growth
• Team capacity and in-house skills (team-strategy fit from an enjoyment/interest perspective matters here too!)

Regulatory + Legal Constraints

• Industry compliance needs (e.g. HIPAA, financial disclosure laws)
• Limitations on ad placements or tactics (e.g. cannabis, crypto, alcohol)
• Legal risks (e.g. lawsuits from entrenched incumbents)

Brand Constraints

• Reputation sensitivity (need to avoid spammy placements or aggressive tactics)
• Premium positioning (can’t use discounts or aggressive remarketing)

Timing Constraints

• Urgent timeline (e.g. limited cash runway, fundraising goal)
• Seasonal window (e.g. back-to-school, holiday)

Audience Constraints

• Niche TAM (total addressable market is very small)
• Hard-to-reach audience (e.g. rural contractors, Gen Z physicians)
• Trust-sensitive segment (e.g. health, finance, parenting)

Your Input: Identify your constraints.

Log your constraints in the “Constraints” section of your Master Strategy Doc.