Marketing boils down to one thing really - reputation. When scandals flare up (politics), a new product is launched or someone has an idea they want to realise

Marketing boils down to one thing really - reputation. When scandals flare up (politics), a new product is launched or someone has an idea they want to realise, they rely on marketing to spin a positive outcome. How easy that task is depends first on how strong your reputation is at that time. Launching a new Ferrari for customers to buy is significantly easier than a no-name engineer building their first hypercar. Getting more investors in a startup requires confidence as a result of your reputation. How you build this brand reputation will depend on your target customer base, and often for tech people this is a combination of successful real-world projects and presentations (written form, podcasts, on-stage performances, etc.) Think hard about precisely what "it" is that you can offer and how your potential customer demographic will best see it. Good luck!