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Basically what they're saying is, if you want to be on TV, if you want to be a credible candidate, you've got to buy ads. And if you're not buying ads, you're not a credible candidate, we don't cover you.
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Fred Brooks
The critical thing about the design process is to identify your scarcest resource. Despite what you may think, that very often is not money. For example, in a NASA moon shot, money is abundant but lightness is scarce; every ounce of weight requires tons of material below. On the design of a beach vacation home, the limitation may be your ocean-front footage. You have to make sure your whole team understands what scarce resource you're optimizing.
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