Just as Peter Drucker said: "All profit is derived from risk.", so is all great marketing is derived from risk.

Every creative act that means something stares into the dark obis. That dark obis is the idea that it might not work. That you could fail, be shamed or worse feeling the responsibility of failing.

But for marketing to ever work you must take the leap. If it has no risk its called average, mass market spam advertising. If it has edges to it, it has a chance to connect with someone and maybe even change them.

When you feel your heartbeat rise. When you feel the risk. Keep going. You are on to something.