That was one of the tidbits buried in the article: The big lesson here: Don't underestimate the power of traditional media when you launch. It must be your p

That was one of the tidbits buried in the article: The big lesson here: Don't underestimate the power of traditional media when you launch. It must be your primary concern, starting months beforehand and continuing for weeks afterward. Pull the strings you have. Work closely with your PR firm to find your hook. It can be personalities on your team, impressive customers you already have in the bag, prestigious investors, etc. But don't leave it to two weeks beforehand and throw something together. Sounds like they don't spend that much money on advertising, but a bunch on PR and social media. And later they also point out how they use customer service as another marketing opportunity.