When I was a kid, we lived firmly in the one-new-pair-of-shoes-a-year world. We didn’t have a lot of spare cash, so you carefully picked a good pair of shoes that fit and you could “wear with everything” and went on your way.

That resulted, as it should, in a very safe and sturdy choice that mostly worked for everything. Not in a pair of amaaaazing shoes that you’d get noticed for—say, red stilettos that might not be practical but sure do make people look.

I have found that mentality—I only get one, I need to make it practical—to be a hard habit to break. And I’ve observed that lots of our clients have the same ingrained instinct when it comes to marketing. If they don’t have a ton of budget, or if they only get one shot to tell their story, the instinct to play it safe is really powerful.

The thing is, no one gives you prizes or compliments or awards or accolades for the practical choice. Safe marketing—the kind that checks the box but doesn’t make waves—isn’t nearly as memorable. Particularly if you have limited chances to make an impression, that impression better be good.

Whenever I find myself feeling like I’ve just got one shot and safe might be better than amazing, I fight the urge. It’s a struggle sometimes, and it takes discipline. My advice to marketers faced with the same choice: Do not miss your chance to blow.

Buy the stilettos.