I'd add that Marketing is about value creation ultimately. You have to start with the right mindset, i.e. that you product has no value per se, and that marketing is everything you are going to do around your product/service to create the perception of its value. Your customers don't know how time you spent on it, they don't care how complex it is, they don't even want to know how it works (at least not until they are interested to buy it). You have to somehow create the need (that may be either a true need, or a perceived need) and your product/service has to be a presented as perfect fit (whether true or not) for it. Sometimes products/services create new needs as well so you need additional engagement to focus on the need itself if it's not obvious.