There are many ways to go to market. But there is no reason every company should spend hundreds of thousands or even millions of dollars on a lightning strike. The concept is that all energy and resources needed to communicate the category get focused on a condensed moment in time for maximum impact. Consider more targeted options such as a personal, account based strike. And don’t sit idle between major strikes – implement a rolling thunder strategy. Keep an ongoing cadence or heartbeat that consistently communicates the category and can be modest budgets for activities such as social, content marketing, online events, etc.