Clinton
My analogy is you can write the greatest novel even, bind it in gold leaf and put it on the shelf.
No one comes near, no one reads it, OR you can write an average book, have it promoted by Smiths and loads of people read it.
Forte famously said when asked what were the 3 most important things in running a hotel, and replied Location, Location and Location.
I am saying Ranking, Ranking and Ranking.
Cheers
Doug