I like to ski. Especially here in Utah with really deep and fluffy snow. We have a saying "If you're not falling, you're not trying". The same applies to how we do marketing. In the old days everyone said " Crawl - Walk - Run". These days we just don't have the luxury. You better have a team that can run right out the gate. And you'll stumble. But dust yourself off, and start running again.
It's a matter of momentum. The more you can get out now, the better it builds a year from now. And the further you distance yourself from everyone else.
And how do you know when you're succeeding? You'll hear constant grumbling from engineering and operations as they try to keep up with demand.
And that's a good thing.