James Collins

If you can help other people understand those truths - and in my mind, the only way I know to do that is with large scale, multi-year research projects, where you start with a question and then very rigorously and comprehensively answer that question.

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.