Nadezhda Tolokonnikova

The words we spoke and our entire punk performance aimed to express our disapproval of a specific political event: the patriarchs' support of Vladimir Putin, who has taken an authoritarian and anti-feminist course.

In May 2013, my lawyer Dmitry Dinze filed a complaint about the conditions at PC-14 with the prosecutor's office. The deputy head of the colony, Lieutenant Colonel Kupriyanov, instantly made conditions at the camp unbearable.

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.