James Gleick

Information is crucial to our biological substance - our genetic code is information. But before 1950, it was not obvious that inheritance had anything to do with code. And it was only after the invention of the telegraph that we understood that our nerves carry messages, just like wires.

Is privacy about government security agents decrypting your e-mail and then kicking down the front door with their jackboots? Or is it about telemarketers interrupting your supper with cold calls? It depends. Mainly, of course, it depends on whether you live in a totalitarian or a free society.

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.