"Dans l'ancien monde, vous consacriez 30 % de votre temps à créer un excellent service et 70 % de votre temps à en faire la publicité. Dans le nouveau monde, cela s'inverse."

The core idea here is that in today’s world, the focus has shifted from spending most of your time on promoting your service to actually making the service itself excellent. In the past, you might've invested a small portion of your efforts into creating a quality service and a large portion into marketing it. Now, the emphasis is on making the product or service genuinely outstanding, and then it essentially markets itself.

Let's put this into historical context. This was likely said in response to the massive changes brought about by the internet, social media, and digital technologies. Back in the day, companies poured money into advertising—think TV commercials, billboards, and newspaper ads. They had to shout loud to be heard. But now, with platforms like social media and review sites, a great service or product can get noticed quickly and spread like wildfire.

Take a vivid example: Think about companies like Apple. When the iPhone first came out, it wasn’t the flashy ads that made it famous. Sure, there were ads, but what really caught people’s attention was its innovative design and user-friendly interface. People talked about it, shared their experiences, and before long, everyone wanted one. The product’s quality did the heavy lifting.

So, how do you apply this in your own life or business? Start by focusing on what you’re offering. Make sure it’s top-notch. This could mean refining your skills if you're a freelancer, improving your customer service if you run a small business, or enhancing your product’s features if you’re an entrepreneur. Once you have something truly valuable, leverage word-of-mouth and social proof. Encourage satisfied customers to leave reviews and share their experiences. Basically, let the quality of your service or product be your loudest advertisement.

Now, imagine this scenario: You’re a baker with a small shop on a busy street. Ten years ago, you might have spent a lot of money on flyers and newspaper ads to get people’s attention. But now, you’ve perfected your chocolate cake recipe—it’s the best in town. Instead of spending your budget on ads, you focus on making that cake amazing every single day. And guess what? People start talking about it. A local foodie posts a picture on Instagram, and next thing you know, you’ve got a line out the door.

That’s the shift we’re talking about. Your time and resources are better spent on making your product or service excellent because in today’s interconnected world, quality gets noticed. And once it does, the word spreads faster than you could ever shout.