Anthony Bourdain

I don't think people should be encouraged to look like Kate Moss; I think that's unreasonable. I think the normal human body should be glorified. By the same token, if you need a stick to wash yourself, you're not healthy.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.