Michael Schudson

We're simple-minded, the team at Hulu, which is, we think if we can obsess over quality and build a better mousetrap, that good things will happen. Users will adopt the service, advertisers will see great value in it, and that's what we're seeing.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.