Steven Wright

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.

I doubt very much that the chief executives of any of the Fortune 500 corporations can name five edible plants, five native grasses, or five migratory birds within walking distance of their homes, or name the soil series upon which their house sits. And I would contend that if you don't know where you are, you are in fact nowhere at all.