Today, effective marketing is more about brains than it is about budget. Whether you’re a start-up or an established company, you’ve no excuse not to jump into the fray. Here are 4 quick steps to finding your marketing sweet spot:

1. Prototype like crazy. Faster experiments mean better results.
2. Measure, but don’t over-measure. Use your gut, too.
3. Re-tool and correct. Adaptability is key.
4. Repeat.

The bottom line? Just get started. Today’s pace doesn’t allow for stragglers.