How to market your product with guardrails

I'm months away from my product launch and this is a question that constantly bugs me. There are innumerous new products every day on ProductHunt itself, let alone all over social media, are people not worried about someone stealing all their work and using it for their own product? Yes I know the source code is mostly hidden but what about the ideas behind it? Or forget other humans, what about AI getting trained on reddit threads and stealing it from there?

I want to understand how to properly go about marketing my product the right way: Where I can generate interest, get funding, yet copyright and own the ideas I come up with. Startup founders of ProductHunt, how did you tackle this?