Jef I. Richards

There is a huge difference between journalism and advertising. Journalism aspires to truth. Advertising is regulated for truth. I'll put the accuracy of the average ad in this country up against the average news story any time.

Truth is, I think, if God just gave us our daily bread, many of us would be angry. 'That's all you're going to give me? You're just going to give me enough to sustain me for today? What about tomorrow or next year or 10, 20, 30 years from now? I want to know that I'm set up.' And yet Jesus says just pray for your daily provisions.

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.