There’s more than one way to stay alive in dodgeball. You can use the ball you’re holding to deflect that incoming missile. Or brace yourself and catch that incoming missile. It’s easy to settle into a set way of doing things in marketing. But the beauty of marketing is that there are always several “right” answers to any problem — including a few nobody has tried yet, at least in your industry or market. So periodically, ask yourself what you’re missing. What’s one thing you could do differently? Which thing, if you stopped doing it, would have little or no impact on sales? What’s one crazy idea you’d try if you had the money and the permission? Then go get both and try it.