Life is either a daring adventure or nothing. Security does not exist in nature, nor do the children of men as a whole experience it. Avoiding danger is no safer in the long run than exposure." – Helen Keller Just as in life, marketing is either a daring adventure or pretty much meaningless. While we may think that continuing to use the same tactics, the same messaging, the same creative may be safe, providing predictable results, the truth is they more likely don’t do anything at all. In fact, trying to take the safe route in marketing may be the greatest risk of all because you risk being boring, being average. And there’s no brand loyalty there. As soon as they find a better alternative, they’ll leave. Try new tactics. Develop new strategies. Test out new creative. See what works and discontinue what doesn’t. Just keep moving forward.