I call it the Hopecycle.
Marketers are inherently optimistic. Sometimes that optimism, that wishful thinking, paints a rosier picture than reality.
The results of a campaign get inflated a little here and a little bit there, and we write it off as a success… naturally gliding towards the next thing on our list.
But it is the follow-thru that gets us to our goal, not prep and launch… the learning, the iterations, and the scaling up.
So when you think something is working, that a campaign has a spark, throw some fuel on it.
See where it goes.