I worked on a project with a big time art director from a big time ad firm. His go-to saying, “build it and they won’t come”. He was making the point that publi

I worked on a project with a big time art director from a big time ad firm. His go-to saying, “build it and they won’t come”. He was making the point that publicity is what makes a product. Of course I had to learn it the hard way a few more times after that. I’d suggest reading “Traction”. Even if you are getting help with the publicity on your next venture, Traction describes a great framework for focusing your efforts and knowing when it’s time to swap out the old techniques for new ones.