Maurice Saatchi

Human nature is not amenable to prediction based on the trends or tendencies prevailing at the time. It is amenable to startling creativity of the kind practiced by great artists, directors, writers, musicians, actors, who know how to touch a chord in humans everywhere.

I'd worked at a small town newspaper, and I was thinking of all the strange stories that I had seen float through the newsroom in my time there that were dismissed as kind of amusing curiosities. Somehow from that I got to this idea of an eccentric alcoholic who built a lighthouse in the woods.

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.