What matters is customers, and you get customers because they know about you, and they learn about you through marketing.
To rephrase what you're emphasizing:
"Market the fuck out of your great idea"
Be everywhere, talk to everyone, always be selling. Don't be "viral", be invasive. Show up, pitch, and close. Get deals not by word of mouth, but by being there.
Make noise. Create spectacle. Generate exposure.
People forget that things like Twitter are not only products, but platforms that literally market themselves. Marketing is baked into their idea. Facebook went "viral" only because it capitalized on people's inherent narcissism. Most products don't have this luxury.
Always be promoting.
Too many companies have failed simply because they forgot to tell people about what they were doing.