Leo Burnett

I remember watching 'Colombo' a lot with my dad. That was one of the first detective shows I remember watching. And I remember my dad turning to me - my dad loves to turn to me and explain why things are funny. He used to do that with 'Seinfeld' all the time. He did it with 'Colombo', too, set the scene.

The historical novelist has to consider what has actually happened, while the SF writer is dealing in possibilities, but they are both in the business of imagining a world unlike our own and yet connected to it.

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.