Why Four Not Six?

The best brands have something to say every month that is compelling, that has an opportunity to create a spike. And so as you mature in your marketing calendar process, you should be answering the question every month what am I saying? Like if I'm running a skincare brand, what is the unique value proposition of my product in January? Is there anything I could connect that to that would really help create a spike or a moment? Because you can make up moments, like you could launch a new campaign, you could do anything really at any time.