In 2006, a little website called Twitter launched with a glitchy interface, no clear use case, and a 140-character limit. Most people didn’t get it. Some mocked it. But they launched anyway. And the world showed up.

Meanwhile, countless startups sat in development purgatory, waiting for the perfect feature, the right headline, the final polish. You’ve never heard of most of them.

Because in marketing—and in business—the edge often goes to those who move first, not those who move flawlessly.

Customers don’t need your message to be perfect. They need it to be present. They need to feel momentum. They need to know you’re alive, iterating, showing up.

Brands that act—even imperfectly—build trust faster than brands that hesitate. Why? Because action signals confidence. And confidence is contagious.

Think about Wendy’s on Twitter. Or Oreo during the Super Bowl blackout. These weren’t rehearsed moments. They were reactions. And they worked because they felt alive.

There’s always a reason to wait. But marketing doesn’t live in hypotheticals. It lives in motion. In the test. In the version that shipped. Because customers can’t believe in something they never see.