So basically, there's no silver bullet, to market properly you need to understand your audience and speak their language and most of the basic principles haven'

So basically, there's no silver bullet, to market properly you need to understand your audience and speak their language and most of the basic principles haven't changed in a long time. I'm assuming the author didn't speak to the people running campaigns for companies like Coca Cola, Yum! Brands or any enterprise company that's more than ten years old - I assume this because he believes that great marketers don't climb the ladder. Some of the best have done just that. For example, Ogilvy on Advertising was mentioned; David Ogilvy started in sales, and worked as an account executive for Mather & Crowther for years before he started Ogilvy & Mather. >What will you do a better job at selling: A product you spent the last 10 years building, polishing, and shipping yourself? Or someone else’s product that you just learned about last week? Honestly? I know a lot of people that would do much better selling the latter, because the former has their ego wrapped up in it. You don't have to have built a coffee machine to sell one well.