Let's start with the bad news. Much that you have learned in the past, although God's own truth at the time, has changed, leaving you misinformed or uninformed, so that a lot of what you know is wrong. In social situations, your lack of information is inconvenient, but in business, it's suicidal.

You've got to realize that in business, just as in sports, people are constantly trying to become better than you, and some of them succeed. The ones that do have mastered the art of learning. To do that, you simply acknowledge to yourself that learning should never stop and is an endless process.

Seagulls fly in circles in the sky, constantly searching for prey. When they find that prey, they land and eat their fill. Then, they return to the sky, only to fly in circles once again. It is their most powerful instinct. Guerrilla marketers have one instinct that is equally strong -- the need for constant learning. They gobble up data with an intellectual...

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