David Ogilvy

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.

I'm fascinated with genetic science, and I have been for a very long time. I always look at science and technology because I think that the developments in my lifetime have been so remarkable - and we're only at the tip of the iceberg with projects like decoding the human genome.