When should we add marketing?
In the Mad Men era, we added marketing last. Marketing and advertising were the same thing, and the job was to promote what was made.
In the connection era, the marketing is the product, the service and most of all the conversations it causes and the connections it makes.
Marketing is the first thing we do, not the last. Build virality and connection and remarkability into your product or service from the start and then the end gets a lot easier. Build it into your app, your book, your movie, your insurance policy, and the red soles of your shoes.
What if the product is boring, someone asks...
Well, you get to decide what you make. If you're entering a competitive field and you intend to grow, the best plan is to revisit your starting assumption and make something else.