Barack Obama

I'm no longer just a candidate. I'm the President. I know what it means to send young Americans into battle, for I have held in my arms the mothers and fathers of those who didn't return. I've shared the pain of families who've lost their homes, and the frustration of workers who've lost their jobs.

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.