Donald McCaig

Since dogs could hear and smell better than men, we could concentrate on sight. Since courage is commonplace in dogs, men's adrenal glands could shrink. Dogs, by making us more efficient predators, gave us time to think. In short, dogs civilized us.

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.