I agree with the statement by Ray Kroc, but marketing doesn't have to be risky. Not in today's business world.
It's only risky when you haven't identified how to build a solid marketing foundation. At the core of this foundation is your MVP Avatar, someone in a niche that is easily accessible on a place like Facebook or Instagram
Once this MVP Avatar has been identified, you tactfully ask him or her to complete a survey, in which they share their pains & frustrations, goals & desires.
Then you can speak to this person using the same exact words shared with you during the survey. That's how you take the risk out of your marketing.