Most successful startups provide products or services that address problems that lack solutions, where the solutions aren't sufficient, or where they cause additional problems. When these new, "disruptive" products emerge, the marketplace needs to be educated about them.

This is what the term "Marketing" means: it's about creating a market by injecting demand into the marketplace. If people aren't aware that a product exists, they can't demand it.

It's easy to focus on Budweiser ads, because those are the memorable ones. But only ~50% of advertising spend is brand advertising [1]. Most advertising isn't about making you feel less cool, or promising increased sex appeal. It's about identifying with a customer, calling out a problem they're having, and educating them about a solution to that problem.

[1: I'd love better evidence for this but this was all I could find: https://www.statista.com/statistics/1108407/share-of-brand-v...]