Dan Glickman

Between 1939 and 1945 you produced weapons and war equipment valued at thirteen billion dollars, 70 per cent of which you shipped to your allies. The same process is going on today in Canada's much larger and growing industry.

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.