John C. Crosby

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.

An independent state does not pay too dear a price for its independence in accepting the sufferings of war when it cannot avoid them; a state which has lost its independence may find at least some compensation in the fact that its protector procures for it peace with its neighbours.