" Jay Levinson famously said, “Don’t change your ads when you’re tired of them. Don’t change them when your employees are tired of them. Don’t even change them when your friends are tired of them. Change them when your accountant is tired of them.” We can expand this well beyond ads. All the storytelling you do requires frequency. You’ll try something new, issue a statement, explore a new market . . . and when it doesn’t work right away, the instinct is to walk away and try something else. But frequency teaches us that there’s a very real dip—a gap between when we get bored and when people get the message. "

― Seth Godin , This is Marketing: You Can't Be Seen Until You Learn To See