So basically, there's no silver bullet, to market properly you need to understand your audience and speak their language and most of the basic principles haven't changed in a long time.<p>I'm assuming the author didn't speak to the people running campaigns for companies like Coca Cola, Yum! Brands or any enterprise company that's more than ten years old - I assume this because he believes that great marketers don't climb the ladder. Some of the best have done just that. For example, Ogilvy on Advertising was mentioned; David Ogilvy started in sales, and worked as an account executive for Mather & Crowther for years before he started Ogilvy & Mather.<p>>What will you do a better job at selling: A product you spent the last 10 years building, polishing, and shipping yourself? Or someone else’s product that you just learned about last week?<p>Honestly? I know a lot of people that would do much better selling the latter, because the former has their ego wrapped up in it. You don't have to have built a coffee machine to sell one well.