You want to build an interesting product. Start by building an interesting personality.
You want to build a different sort of an organization. Start by living a different lifestyle.
You want the smartest of minds and mavens to help you market your product for free. Start by listening to them. Stop using funny words like "social media", "web 2.0", viral marketing and most importantly, stop insulting their intelligence.
Random buzz words, power point slides and paid advertising won't come to your rescue when you are dealing with smart people.
When we use your product, or read what you write we can see through you, your effort on the product, your mind, your life, your character and your personality.
The real question is, can "you" see us seeing that or do you think we are idiots?
Most businesses, product managers, marketers, PR guys and social media experts think its the later.
The others, are successful.