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Audacious > Cautious

In marketing, audacity outperforms caution. Earmarking your budget to the tried-and-true because it's what you know and have confidence in unwittingly gives room for more nimble and adventurous others to learn and grow through speed and a hacker mentality.

Effective marketing today means: Planning. Testing. Learning. Resetting. And doing this on an ongoing basis. If we look at facts, not anecdotes, we can continually improve and do so from a zero-base budget that iterates from what works and favors action over caution.