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Hamlet is a remarkably easy role. Physically it's hard because it tends to be about three hours long and you're talking the whole time. But it's a simple role and it adapts itself very well, because the thing about Hamlet is, we all are Hamlet.

'Hamlet' is one of the most dangerous things ever set down on paper. All the big, unknowable questions like what it is to be a human being; the difference between sanity and insanity; the meaning of life and death; what's real and not real. All these subjects can literally drive you mad.

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.