The text discusses the role of advertising in building a business, highlighting its limitations and potential pitfalls. It emphasizes that advertising alone cannot guarantee success, as it often relies on self-affecting systems and high-volume channels that are competitive and expensive. The article also explores five reasons why companies advertise their products, including familiarizing users with the product, reminding them of its value, spreading news about the company, overcoming inertia, and adding a unique value proposition. It provides examples of effective advertising strategies, such as introducing a product through trusted networks like The Deck or Fusion Ads, re-targetting to keep products fresh in people's minds, and generating interesting and beneficial company news that resonates with the public. Ultimately, the article concludes that advertising should be viewed as an advertising budget of its own, where every piece of news is spent wisely to attract and retain customers.