I think that the cure versus the prevention is very true for promotions. But when we look back at the original idea it had to do with locating unmet needs.

If you can find needs which are problems without good solutions and develop a solution to that problem then you've accomplished both of these. You won't need to worry about the cure versus prevention because you're automatically providing the cure which is both needed and wanted.

Selling the best solution, one that isn't just marginally better than other solutions, one that really addresses a problem, gets you there quickest.

Doug