It has become increasingly challenging to prove value in what you offer. And everyday the goal posts keep shifting.
If your product or service is something worth using and you happen to be confident enough to let people craft it further. Then it becomes a matter of getting it out there as much as possible, without spamming the world of course. More things become unusable as new ones hit the shelves.
The interesting challenge here becomes how you continually expand your outreach, using as much relevant media to you, as you possibly can.
Once you think you have that figured, there's also the risk of becoming stale in what you thought was "unique".
Find the balance and start over again every day. Interesting, isn't it?