The one path that never works is the most common one: doing nothing at all.
If you use your money to create exceptional products and services, you won't need to spend it on advertising.
If you don't get it built, the work doesn't matter.
You don't make art after you become an artist. You become an artist by ceaselessly making art.
Authenticy in marketing is telling a story people want to hear.
Fitting in is a short-term strategy that gets you nowhere. Standing out is a long-term strategy that takes guts and produces results.