> If your product is good, word will spread via word-of-mouth.

Not necessarily. First, you somehow need to reach the initial batch of customers - whether by free samples or talking to power users, you're already engaging in marketing. Then, even when they like your product, they have no obligation to do the advertising for you, for free.

And it's possible the company folds before the product reaches the critical mass to rely just on word-of-mouth.

I mean I don't disagree. One of my favorite quotes I've been saying for years is "Advertising shits in your brain."

But at the same time I think only relying on word of mouth is a bit biased against people who aren't starting with an advantage of a pre-existing network for whatever worthwhile service they could be offering.

That being said, plenty of successful service based freelancers will tell you most of their business is from referrals at a certain point. It's just hard to get to that point. (I say this as someone who only gets business from referrals right now, but wants that to not be the case.)

Yea idk, I totally agree with you in spirit. But I care about practicality and I have found worthwhile services from solo-freelancers via marketing.

Good marketing doesn't have to equal garbage. But I feel ya. Most marketing is mind numbing.

The book SELLING THE WHEEL by Jeff Cox and Howard Stevens is quite good in explaining the lifecycle of every product (not sure about services). Must-read for every product owner/seller/developer.

Lets say you're a freelancer, why is a company supposed to hire you then.

You are the product, how do you suggest to sell yourself?

Companies aren't going to waste time looking into Github, if that is your take.