I spent my summers growing up on the beaches of Long Island, NY. One of my favorite things to do was to swim out to where the waves were breaking and try to body surf or ride the wave towards shore. I would wade out and wait where I felt I was in the best spot. When a good looking wave came up on me, I would swim as hard as I could to get into the wave and ride it as it was breaking. Sometimes, if I swam hard enough to stay with the wave as it started breaking, I could ride it all the way to shore. Othertimes, I would push off into the wave thinking it was about to break. But, If I stopped swimming too soon I would miss it. I learned that to have the best results, you always keep swimming until you are sure the wave is taking over.
This is the same with any type of promotional effort. The best thing that can happen to someone working on a marketing campaign is for their effort to go viral. Their concepts are so compelling that people start to spread the message on thier own. Sometime you can feel your on the edge of a true breakthrought, but if you stop pushing and try to ride the wave to early you may find yourself missing a great opportunitiy. The only way to be sure is to keeping pushing until there is no doubt you are caught in the wave yourself.
Here’s another helpful hint. Once you’ve hit the shore, you can stop swimming.