Be Intelligent. Brand Intuitive.
Have your brand, organization, and team understand why and how you will bring something to market (e.g., a new idea, product, service). Who will listen and care? Is it the right time? Does it drive delight and radically differentiate? Validate it, over and over. Test it, and then (after Step 2) implement. This is an intelligent path.
After you’ve compiled all the data, research, and findings, always trust your gut reaction (your perception of the marketplace, where it is today and where it’s going), before actually bringing anything and everything to market. Many times it’s this intuitive response that can make or break the future of your brand. Always trust your inner voice, and the path that you feel is right.