Instead of launching big campaigns all at once and hoping that they’ll work, perhaps we can take a page out of the lean start up playbook.
Let’s launch small campaigns based on that one idea. And instead of one, let’s launch a handful. If we’re worth our salt, at least one of these campaigns will work. At least one of them will stick and be something we can then put a big budget behind. This means we do some more work upfront with smaller budgets before taking a big bet with a big budget