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The video is talking about marketing of speakers and the conclusion applies every marketing effort. The answer is to be so good at what you are doing that the market can't ignore you.
It's kind of pretty obvious once you get it. Then, why don't people focus on building their skills? Why don't people spend time on mastering their area of expertise?
I had been trapped by doing marginal things for a long time. Finally, I came to understand that I needed to focus on my skill building. Everything else is marginal. If you become so good, they can't ignore you.