Читать книгу Startup Guide to Guerrilla Marketing - Jay Levinson Conrad - Страница 17

Think of a seagull. It flies endless circles in the sky, endless circles in quest of food. When it finally spots the food, the seagull lands and eats its fill. Then it rises again to the sky, only to fly in endless circles again and again. Once more, it flies in quest of food. The seagull does this because it is it’s most powerful instinct.

Guerrilla marketers have an instinct for constant learning. They’ve learned that knowledge equates with success.

Guerrilla marketers have an instinct that is just as powerful, just as never ending. Do you know what it is? It is the instinct for constant learning. Guerrillas learn and learn, and then learn some more. They are endlessly learning for they’ve learned that knowledge equates with success.

They realize that they are no longer in an age when they ought to learn all there is about a topic, but an age when they ought to be learning one thing after another. As marketing changes lightning fast, guerrillas do all in their power to continue learning about the changes in marketing. At the same time, they are learning about the peripherals of marketing: psychology, the internet, technology, and the globalization of business.

Whatever they are learning, it is a constant endeavor, just as searching for food is a constant activity of seagulls. We have never seen an exception to this observation. Each guerrilla leader that we encounter seems to be engrossed in learning new things. Truly, that is a crucial trait in all guerrillas. We hope and suspect that it is also a personality characteristic of yours.