JFK told us he wanted to be on the moon in ten years. NASA started with the moon landing, and worked their way back, step by step
Most people sit down and identify the very beginning of a project. Zero-based planning… blank sheet of paper.
Both will work. But being in the middle of a sales or marketing effort that’s not working, and just turning up the volume with more noise is just making an off-track project into a bigger, more expensive off-track project. At any stage, you can find the roots of a problem, or envision the end state you want, and then work from there, fixing a lot of other things along the way. What you want to avoid is NOT changing direction.