In preparing for a presentation I'm doing at the Christianity in a Consumer Culture conference I'll be speaking at friday, and following a recommendation, came across a great presentation that marketing guru Seth Godin gave at Google.

The nut of his presentation is:
A) Do or make something that is worth talking about;
B) Give people who are interested in it a way to talk about it.

This stands in opposition to the variety of marketing that is dependent on spending piles of money to interrupt people. He also makes a key point that technology is not the most important thing in creating a great business, rather, having a good story makes the difference.