If You're Going to Put a Stake in the Ground, Slam It In

There is a saying in marketing that gets repeated often enough that most people who work in the industry have heard it, nodded at it, and then proceeded to ignore it completely: if you're going to put a stake in the ground, slam it in. The saying exists because the alternative is so common. The halfway stake. The hedge. The campaign that launches at sixty percent because someone was nervous about the budget, or unsure about the timing, or waiting to see how it performs before committing the rest of the resources. It never works that way. Not because the strategy is wrong. Because the execution was a whisper when it needed to be a statement.