Startups often rely on demand capture to achieve product/market fit, where potential customers actively seek solutions. However, this approach has limits. Demand creation, which involves convincing people they need a product, is more challenging and less common in the software sector compared to consumer packaged goods. Companies like Nike and Apple excel at this, but most software firms find it safer to explore new ways to capture existing demand. The article emphasizes that when founders feel their growth has stalled, they often look to brand marketing as a quick fix, mistakenly believing increased awareness or better positioning will drive exponential growth. The piece breaks down two main issues: awareness and positioning. The author argues awareness isn’t usually the problem for startups. Building awareness can be costly and doesn't guarantee growth, especially when startups face tight budgets. Positioning often gets overhyped; successful examples like Uber and Airbnb were more about offering superior and cheaper alternatives than clever marketing. Founders may think better messaging will solve their growth issues, but if their product isn’t significantly better or cheaper than competitors, it’s not a game changer. While improved positioning can enhance conversion rates, it’s more of an optimization than a solution. As companies scale, brand marketing can become more relevant, especially if they need to differentiate themselves when competition ramps up. The author cites Airbnb’s shift to a brand-focused strategy as it navigated increased competition. Yet, this approach is not suitable for early-stage startups; they should focus on optimizing demand capture and measuring marketing effectiveness like performance spending. The piece concludes that brand marketing can enhance growth, but only after a startup has a strong product and exhausted high-intent marketing channels. Until then, maintaining a clear value proposition should take precedence over flashy marketing.