I just talked to a founder whose startup is growing "only" 25% a year and thus felt he needed to get bought. I explained that if he did, he'd need to find somewhere to invest the proceeds, and he'd be unlikely to find any investments that grew at 25% a year.
Advertising adds value to a product by changing our perception of it. An example I love that is not mentioned in the book: for years, few people bought “death insurance.” Then some genius changed the name to life insurance and grew the industry by many billions of dollars. After all, life insurance sounds so much better than death insurance.
the ideas already exist
the person who surfaces them at the right moment in the right context with a freshly curated set of words and shapes earns the glory of invention