Jim Goetz

In the first test screening of 'RoboCop,' it tested very high. Then they asked the people why they liked it, and the first answer was, 'I liked it because it was political.' And the second answer was because, 'It feels like it deals with current affairs.' And the third answer was, 'Because it feels emotional.'

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.