There can also be a problem at scale. A small team getting the word out to people who will be genuinely helped by your product and avoiding wasting time on peop

There can also be a problem at scale. A small team getting the word out to people who will be genuinely helped by your product and avoiding wasting time on people who won't be interested is great. However, at a certain point, with a multi-million pound marketing team, you start getting diminishing returns, hard-selling the brand and inventing BS schemes to justify your cost (Tropicana, Pepsi etc.). Corporates (or investors?) seem to struggle with the idea that a market can saturate and there is little extra value to find except at a much larger input cost.