How would Richard Branson solve your problem? With a publicity stunt. How would IBM solve it? By telling you nobody ever got fired for buying IBM. How would Bill Gates? By conceding that yes, somebody else's software is superior now, but the next version of Microsoft's is going to be even better, so buy Microsoft now to avoid looking foolish later. Disney? By taking an idea from folk culture and trademarking the life out of it.

It's no accident that the marketing industry has plenty of gurus; carpentry or plumbing not so many. Anybody who happily accepts the mantle of guru is almost certainly a fraud.