It's not a new observation that organic marketing, which can be very cheap, handsomely beats paid advertising. If you're building a new sneaker brand and you s

It's not a new observation that organic marketing, which can be very cheap, handsomely beats paid advertising. If you're building a new sneaker brand and you spend $1000 leveraging your contacts to get Drake wearing your shoes at a concert, it'll beat an orders-of-magnitude more expensive advertising campaign.