Read the full commentary Why Meaning Beats Marketing from Unreasonable Institute.
Every product lies somewhere on a spectrum of meaning. Those at the high end of the meaning spectrum truly transform customers’ lives. Those at the low end of the meaning spectrum make small, forgettable differences. The companies at the low end of this spectrum have few options than to try to outspend via marketing channels....
So instead of pouring your marketing budget into advertising or sales channels, try to find the person or group whose lives you significantly change.
-- Tom Chi