It's not that you don't need to get the attention of people or raise awareness. You do, but it shouldn't be your sole focus. It should be a small part of what you do because when you have a really good product, getting people's attention is much easier (in relative terms).
When you have an inferior product, you have to try harder to get people's attention, which is why so many businesses lose money unnecessarily. This is why - despite a hefty advertising budget - people wonder why their customers don't spend more with them, or remain loyal to the product.
It's all interlinked.
Creating a really good product is something Steve Jobs understood very well. Something Elon Musk (Tesla fame) understands well and people as far back as Henry Ford understood too.