When you are trying to influence an entire market, the value of not quitting is quite high. Yes, you should probably be eager to quit a marketing tactic that isn’t paying for itself, or even a particular product feature that isn’t appealing to your target audience. But your commitment to the market needs to be unquestioned—it’s much cheaper and easier to build your foundation in one market than to flit from one to another until you find a quick success.
