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CHAPTER 2

THE PERSONALITY OF A GUERRILLA MARKETER

It’s going to be an uphill battle leading a guerrilla marketing attack unless you’ve got certain personality traits. We’re sure that you’ve already got some, if not most, of these traits already. But you need all of them.

While creating marketing programs for many of the largest, wealthiest, and most successful companies on earth, as well as some of the smallest, newest, and most poorly funded, we’ve studied the leaders of those bound for success—in the quest for personality characteristics that they have in common. We’ve found an even dozen. Those companies on the Fortune 500 and headed for the Fortune 500 have had marketing campaigns masterminded by honchos with these twelve traits.

We’ve looked for exceptions, but have found none. Does that mean that if you have these traits, you’ll succeed? It does not. But it does mean that unless you have them, the odds are seriously against you. And that’s no way to start any guerrilla marketing venture. By consciously trying to develop the personality characteristics that you don’t have now, you’ll be putting the odds in your favor, a highly desirable state for any self-respecting guerrilla marketer.

Your goal: to possess all 12 traits. Our goal: to show you how to do that. You probably won’t need a personality transplant, but you may need to sharpen some of the rough edges lest they trip you up.

Consciously try to develop the personality characteristics that you don’t have now.