I suspect it's the opposite. They built a solid, not spectacular business on clever marketing and craftsmanship. Then they extracted witty aphorisms from it, and became heroes.

It's a bunch of platitudes. Nothing straightforwardly false, but in such high doses? Smug and vacuous.

No, they built a solid business on the experience and deep understanding that eventually led to these one-liners.

The one-liners are useless. The experience that led to them (which was, no doubt, shared at the "masterclass") is priceless.