I like the word, and I like it a lot better than the hyphenated version.

It’s more interesting than perseverance, because it’s more ongoing. To me, it’s perseverance over an extended period of time, in the face of challenges.

It’s always easier to stop. And it’s always more difficult to keep going.

Most marketing success demands sticktoitiveness — of research, of message, of platforms, of reach.

Many marketing failures lack sticktoitiveness — messages are not repeated often enough, from enough places, over a long enough period of time.

Thomas Edison offered this beautiful observation:

“Many of life’s failures are people who did not realize how close they were to success when they gave up.”

Just a little more sticktoitiveness would have brought them from failure, from quitting, to great success.

Think about that the next time you’re ready to walk away — from a campaign, or from a personal goal.