Marketing is a waste of money and time if you're not attuned to reality. Reality is not necessarily what you want it to be or what it used to be. Instead, reality is what really is. To many marketers, that's a major problem, but to guerrilla marketers, it's an inviting opportunity to stand apart from the competition.

Reality to guerrillas is the realization that their prospects are constantly being bombarded with marketing, with enticing offers, with cut-rate and cut-throat pricing, and with innovative products and services. Guerrillas know that they're not marketing in a vacuum, but in a world where many factors, other than their own hopes and dreams, are influencing the way their prospects will act.

Guerrillas are aware of the reality of the immense role of technology in attracting and serving customers. They know that if they're not keeping up, they're probably falling behind. If they're not embracing current technology that allows them to render...

You must be a member of Guerrilla Marketing Online to access the full article. If you are already a member, please sign in below. If you are not a member, join now.
Guerrilla Marketing Online Member Login:
Username
Password
Forgot your username and/or password? Click here.
*Please note that if you have cookies support turned off in your browser, you will be prompted to login each time you attempt to access a members-only feature or page.