10/09/2025
One nest. 96 hatchlings. No guarantees 🐢
I'm midway through a stint of sea turtle conservation volunteering at Reserva Playa Tortuga in Costa Rica, and have been lucky enough to help release tiny baby turtles like these onto the beach to make their way into the ocean.
Watching hatchlings head into the waves reminds me of every campaign launch I've ever done. You've done all you can to maximise the chance of the best possible outcome, but the real test starts now.
Hatchlings from eggs kept safe by places like Reserva Playa Tortuga have roughly 1-in-100 survival odds, up from 1-in-1000 for those left in the wild. But nature doesn't wait for better conditions - it moves forward anyway.
Marketing's the same. You can perfect your targeting, nail your creative, and time everything flawlessly. But you still have to press go without knowing if it'll work.
The marketers who win are the ones who are comfortable with uncertainty and understand that action beats hesitation every time.
Sometimes the biggest lessons about calculated risks come from something smaller than your palm.
*Of course, we have the advantage of being able to continue to optimise campaigns as they progress.
Ready for the next launch. 🚀
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