There’s never a good time to start something hard. There’s always a reason — or three — to put it off. But in this marketing environment, hard is where the money is. The easy stuff doesn’t work, at least not the way you need it to. Everything that makes marketing better — building a brand, improving your service, innovating — is difficult. But remember the old rule about homework: tackle the hardest subject first, then everything else is easier. Same with marketing. Now is the right time to dig into that challenge you’ve been putting off.