What is more important, the product or supporting activities? Here is a good analogy. Have you seen the “Blood Diamond” with DiCaprio? Now, what this stone was worth in hands of the guy who found it in Sierra Leone? $1 or $10? Guess no more. What was it worth in hands of DiCaprio’s character? Thousands? Right. However, what is it worth in hands of a white-collar guy from De Beers? Moreover, what is it worth in a shop on Rodeo Drive? Same stone.