Jean-Claude Larréché and Marketing Momentum

The video discusses how marketing costs become a smaller percentage of revenue as sales increase. It introduces the concept of momentum in marketing, where some products naturally gain traction due to their fit with customer needs. The video differentiates between downstream and upstream marketing, emphasizing the importance of understanding customer needs to create products that generate their own momentum. It highlights Jean Claude Lariche's momentum strategy, which includes design and execution cycles, and compares it to agile business strategies.

Why does Laroche argue for diverting funds from downstream to upstream marketing?

In what way does the momentum effect relate to business strategy according to the text?