Over one hundred and fifty years ago, Henry David Thoreau, commenting
on the human experience, wrote: "The mass of mankind lead lives
of quiet desperation." Fifty years ago Helen Keller wrote: "Life
is either a wonderful bold adventure or it's nothing." For most
of us, life is pretty much nothing and most of us are still living
lives of quiet desperation! This is important for you to understand
in order for you to become a powerful marketer.
As Guerrillas, we're not trying here to change the world. Even
though that would be a wonderful idea. We are simply coming to
a clear understanding of how people are and of how to best approach
them, where they are, as they are. All this in order to serve
them better with our products and services designed to make their
lives fuller, richer, and better.
But how to reach them? The human mind appears to be organized
in layers much like an onion. As marketers we need to...
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