Gene Weingarten

While it is true that many hep C victims became infected through blood transfusions or organ transplants or in other innocent ways, mine was contracted during my college years, when I showed as much care for my personal health as your average suicide bomber.

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.