A product has to be solid. Get the idea out of your head. That's foundational, before any other disguss. If if you're in a business that is starting sales are starting decline, it's probably because the value you provide in the product you make isn't good enough. What used to drive sales, t v, radio, print, and the messages that were put out on those medias do not drive sales any more. They are becoming more and more ineffective. And people are tuning out because they know those messages are bullshet.