The alternative is to build the audience first, then sell things to it. If you don't command an audience, you must use someone else's, usually at a cost. You d

The alternative is to build the audience first, then sell things to it. If you don't command an audience, you must use someone else's, usually at a cost. You don't have to be the loudest and most outrageous if your product is great and you speak the right message to the right audience.