Seth Godin blogs a lot about marketing, it’s kinda what he does. He had a really interesting take earlier in the week:
Marketing home runs usually happen because the market/tribe/community is itching for a void to be filled, not because a marketer committed some brilliant act of promotion or pricing. The art, then, is to pick your niche, not to freak out about how to yell about it. You can’t make a perfect storm, but you can find one.
So for all the strategy in the world it’s more about having the right message in the right place at the right time. There’s a lot in there over which none of us have much control.