I know a person. Let’s call her Jane. Jane’s full time job, it seems, is to tweak her marketing approach. It’s all she talks about, and seemingly all she does. Jane must have other sources of revenue because I never hear her talk about actual work–only the prelude to it: marketing.

Jane has misunderstood the central tenant of marketing.

The best marketing is what you actually do, not all the bells and whistles that make you look "spiffy."

Do great work. Be a great and interesting person.

If Jane put half of her time into whatever it is she does as she puts into marketing, she wouldn’t need to keep refining her approach. Nor would she have time.