It had better work, or:

  • We’ll need to borrow money to make payroll.
  • We’ll have to slash expenses (‘burn the furniture to save the ship!’).
  • Whatever else bad happens when you wait too long.

Waiting too long to mount a marketing campaign is bad. Most new marketing needs time, budget, and refinement before it starts to work. Waiting too long gives you the luxury of NONE of these essentials.

Start your new marketing effort when things are good — when you don’t need it to work right away.

Yes, of course, we all know this. And yes, of course, we sometimes need to be reminded.