Jerry reminds me of a story from the launch of the Permission Marketing book.
So often, you are not the customer for your product. Yet you market it as if you were. Showing up in your world (or the board's world your staff's world) is not nearly as important as showing up in the world of the person you're actually trying to reach.
Creating a Potemkin Village (online or off) in which people who know you see your product pales in comparison with being present in the world where your customers live.