Last updated on March 17, 2026 by Siliveru Rakesh
Start at 25:15 in this Leaksmith Podcast episode (11). It’s one of the most honest descriptions of marketing we’ve heard from business owners in a while.
In the clip, they talk about a “grasshopper moment.” It’s the moment when a pattern you’ve seen before finally makes sense: Looking at your bank account and deciding to “buy some marketing” isn’t a strategy.
But that’s exactly how a lot of businesses approach it. Money looks good, so someone says: “Maybe we should try some marketing.”
A few months later, the money tightens up, or the results weren’t instant, so the marketing stops. Then a few months later, the pipeline dries up, and everyone wonders why.
I’ve seen businesses do this over and over again. I’ve worked inside organizations that did this, repeatedly. It never works. Not because marketing doesn’t work, but because start-and-stop marketing guarantees start-and-stop results.
The Shift Growing Companies Eventually Make
The companies that grow consistently usually reach the same conclusion: Marketing isn’t something you buy when the bank feels comfortable. It’s something you budget for intentionally.
They stop asking, “Do we have money for marketing right now?” And start asking, “What percentage of revenue are we investing in growth this year?” That change sounds simple, but it’s not. Because once marketing becomes a planned investment instead of a random expense, consistency follows. And consistency is what actually builds:
- Search Visibility
- Reputation
- Brand Awareness
- Predictable Lead Flow
The Real “Grasshopper Moment”
The moment described in that podcast is one that many owners eventually experience. Sometimes after years of feast-or-famine lead flow. Good marketing isn’t a budget you push when things get slow. It’s part of how you run the business.
If This Sounds Familiar…
If you’ve ever said something like, “Maybe we should try some marketing for a while.” You’re not alone. A lot of businesses start there.
The companies that grow realize marketing isn’t a switch for slow times. It’s a commitment made well before it feels urgent. That’s the real grasshopper moment.
