With how quickly things are changing in tech, marketing playbooks are quickly becoming relics. This article covers an alternative: the RINse and Repeat framework. The first critical step is building a rich understanding of your customers and market with a narrow-to-broad-to-narrow approach. Next, generate novel ideas for campaigns that capture attention in new ways, including new channels you haven’t tried yet. Lastly, narrate the impact and avoid over-indexing on conversion metrics that often under or overstate campaign success.