One of the things that Cam Lanier says a lot is that it is better to “creep out then leap out”.
It is advice that I adhere to closely when marketing technology. Move slowly, close to the ground, like a reptile, measure where you are, and really pounce when you know enough about what you are doing to be confident of the result of your marketing effort.
Seth Godin posted today:
A lot of organizations decide to skip the rice and beans and studio apartment step. They decide to “go big or stay home.” More often than not, they end up going home.
Don’t go big early, pace yourself, stay out late.