They invest in branding. They invest in the image, the look, the feel of what they’re doing. They’re don’t convince people they can build a great product — they convince everyone they have a good strategy and concept to attack it.
It’s true, there’s not really anything to market to at the beginning stage. But she actually was doing our marketing. She was creating the way our content looked and felt, the brand strategy, the materials to make the venture look attractive.