All the marketing in the world will not save a lousy product. The first step to building a platform is building a great product, one with "Wow!" in it--like the Apple iPhone, or TOMS shoes. Shoes? Yes, shoes.
Michael Hyatt tells the story of TOMS shoes in his book, Platform: Get noticed in a noisy world:
"In 2006, Blake Mycoskie was traveling in Argentina and saw that many children there had no shoes. So when he returned home to America, he created a new company, TOMS Shoes.
For every pair sold, TOMS matches it—one for one—with a pair of new shoes given to a child in need.
When he returned to Argentina with reinforcements the next year, they placed ten thousand pairs on little feet." That, to me, is "Wow!"