It's the best I've got...

...but it'll do.

Sure, it would be great if IDEO could design your next product or the CEO of Texaco would introduce your sales guy to his purchasing department. It would be great if you had the resources to have a detail force at every retailer, or Russell Simmon's PR firm or a page that got linked to from Yahoo's home page.

But they won't, he won't and you don't.

The art of marketing is not finding more money to do more marketing. It's figuring out how to tell a story that spreads with the resources you've got.