George Lois

Trends can tyrannize; trends are traps. In any creative industry, the fact that others are moving in a certain direction is always proof positive, at least to me, that a new direction is the only direction.

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.

To ask questions can become the laziest and wobbliest occupation of a mind, but when you must yourself answer the problem that you have posed, you will meditate your question with care and frame it with precision.