Tom Hodgkinson

One of the least arduous but most productive of gardening jobs, the magic of deadheading never fails to delight me. It was a revelation when the principle was explained to me: that flowers are the attempt by the plant to reproduce itself. So if you cut the heads off before the flower turns into seeds, the plant will continue to flower.

I want to warn potential victims. Many of them are women, and many of them are battered women. It's a cause for me. When I look back, though, so many of the books I've written are about wives who just couldn't get away.

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.