Don't Market. Build Well. And Then Community Content.
Found this over at Logic + Emotion - for us and every other entrepreneur out there, it's essential.
There's a little caveat in this theory when it comes to innovation within your target segment.
When, for example, your target market needs education to understand why your product is useful. Let's just say your product relies on Facebook App viral dynamics, uses tags and meta data, and will be the center of a filtered RSS feed ecosystem in education, well then you have to do a fair amount of education. It's not really marketing per se, it's just scaffolding. Building a foundation of understanding so that folks can appreciate.