Stephen Leacock

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.

The rule is, you can protest all you want. Make all the noise you want. Carry all the signs you want. The minute you throw a rock, you get arrested. The minute you break a window, you get arrested. The minute you break into a store, you get arrested.