That's pretty interesting. Is not it?
There are things that start brightly and end quickly and there are things that do neither of both. You have to choose either one. What do you want? Things that are bright but unsustainable or things that live long. For start-ups challenges lie in creating a culture, working on a certain goal without losing the ground and in delivering something remarkable that talks about itself and that does not require a continuous push to sell.
There is a trend out there that sucks. The trend of promotion and marketing. Advertisement and billboard. Status and likes. Comments and shares. And moreover, SEO and TV appearance. Don't depend on them. These are like that unsustainable but sparkling items. These will be brightest at the beginning but these will not last. Yes, this will work for a while and then it'll stop serving any more leaving you in jeopardy.
I don't have a problem if you can live that way, if you can manage your sales by promotion and lofty PR. In fact, may be you can live on that. But what I'm telling you is that this is neither sustainable nor scalable. And there is no way you can move forward with a higher dependency on something that is unsustainable. You need something that can go without push, without supportive status and shares. And you can do it. Here are few ideas:
Focus on your product. Build a product that's worth talking. Give more than people want.
Focus on a community. Be generous to them.
Don't be pretentious!
These are not something you can't afford. Well, these are not easy to achieve and another substantial downside is that these take time. And I also know many would not try it. But these all depend on willingness. Building and depending on something that does not last is worthless and frustrating at the end.