In his book Leading the Revolution: How to Thrive in Turbulent Times by Making Innovation a Way of Life, Gary Hamel says:

“It’s one thing for people to buy your products. It’s another for them to tattoo your name on their bodies. BMW makes awesome motorcycles, but when was the last time you saw a bicep that reads “Bayerische Motoren Werke”?

This quote resonates so well. No matter how much you disagree with Gary’s views, he will make you want to get out there and break something.

It is like a man who takes a hyena to sell in the market, he will attract a huge crowd but no one will buy it. Unlike a man who takes a goat to the market, he will not have a crowd but he will get a buyer.

The question is not whether there will be hype but whether or not people will buy.

Simply making a lot of noise is not a viable strategy.