In his latest post marketing ace Godin says
“Great marketing pleases everyone on the team, sooner or later. But at the beginning, great marketing pleases almost no one. At the beginning, great marketing is counter-intuitive, non-obvious, challenging and apparently risky. Of course your friends, shareholders, stakeholders and bosses won't like it. But they're not doing the marketing, you are.”
and that is exactly what Tara has done with her pinko marketing for Riya.