I was waiting for a sign. Waiting for things to fall into place. Waiting for someone else to notice what I could do.

I kept telling myself I needed more clarity, more time, more certainty.
But deep down, I was just scared to move.

Then one day it hit me: no one was coming to press play for me.

If I wanted my life to change, I had to be the one to press play.

Most people treat their goals like unfinished drafts. They tweak the idea, talk about it, and wait for the perfect conditions to finally launch.

But nothing happens until you take control of the process.
Until you run your own ad.

Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.

Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.

Learn more.

You don’t need a team. You don’t need a degree in marketing.
You just need to start. You’ll never feel ready. You’ll never have it perfectly figured out.
But once you press “go,” momentum starts building.

1. Waiting is the most expensive habit you’ll ever have.
Every day you delay action, you lose compounding progress.
It’s not about how fast you move. It’s about when you start moving.

2. You don’t need the perfect plan. You need direction.
Start with what you know, and adjust as you learn.
Action creates clarity, not the other way around.

3. Small execution beats big intention.
You can read every book, listen to every podcast, and make every plan.
But one bold step will teach you more than a thousand theories.

At some point, you realize life isn’t about waiting to be discovered.
It’s about becoming someone worth discovering.

Nobody’s going to run your ad.
Nobody’s going to build your momentum for you.

But the second you take that first step, the second you press play, everything starts shifting.

So here’s your reminder for the week:
→ Stop waiting for someone to notice you.
→ Stop waiting for the right moment.
→ Stop waiting for permission.

Run the ad.
Start the project.
Make the call.
Launch the thing.

Whatever it is. Just move.
Because the longer you wait, the louder the doubt becomes.

And you don’t need clarity to begin, you need courage.

P.S.
If you’re reading this and thinking about something you’ve been putting off. Take one step today.
It doesn’t matter how small.

Momentum starts with movement.
And you’re one decision away from pressing play.

Onto better things,

Niklas, Project Meliora