To a degree, I completely agree with you. But then, on the other hand, we see that making something unique does often propel the "build it and they will come"

To a degree, I completely agree with you. But then, on the other hand, we see that making something unique does often propel the "build it and they will come" mentality. Because it works. What marketing have you seen from Snapchat (not directly related to the enterprise discussion though)? I'm reminded of the words of the great Steve Martin: "Be so good they can't ignore you." It this always the case? Absolutely not, which is where I do agree with you. But when an executive walks into a quarterly meeting and asks: "I keep hearing about xyz app/tool, are we using that?" you've won a huge part of the battle. Possibly with no marketing. Make something unique, something a good majority of people will want to use and talk about, and your marketing/selling is half-way done for you.