It might be difficult not to believe an entrepreneur who has convinced thousands of investors to put their money behind an untried and untested innovation that their marketing directives will be successful. But experience has shown me that technological genius and capital raising acumen are not assurances for mass marketing mojo unless the image you are seeing in the mirror is Steve Jobs.

For everyone else, I recommend investing in marketplace research of both the wholesale and retail side of distribution as the euphemism of mine field will actually prove to be an understatement. Ask consumers for their opinions, watch for their unspoken reactions, challenge their willingness to please and respond to their aspersions with an open mind. With that input draft a psycho-demographic profile and challenge a variety marketing and media consultants to develop media plans and schedules. Keep in mind that your campaign must be in sync with product production, distribution cycles and media timetables – None of which are probably in lock step with your competitors, bankers or investor interests.

The new online social marketplace has presented communication professionals with unique opportunities for both free and paid impressions. The debate between CPM and CPC metrics hould not be taken as the only measures of success… brand recall isn’t SEO and unique visitors are not a measure of a customer’s willingness to buy.  More importantly, learning the differences will not suffice having practical experience. Being bloodied in battle and hailed as a victor keeps one both human and humble.