There are two poor ways to launch a marketing initiative – and I’ve been guilty of both:
1) Make a good launch plan (good) but fill weeks or months with expanding scope or overplanning instead of launching (bad).
2) Launch a first iteration quickly (good) and fail to ever learn or follow up with a second iteration (bad).
Good marketing is like good product development: it’s iterative. It has MVPs. A marketing initiative giving you feedback and insight from the wild is better (even if imperfect) than a marketing initiative in your head or a requirements doc. So an action bias is good.
Pair that with consistency and focused determination to *follow up* and improve on your first, fast, dirty attempt and you can create much more marketing impact over time.