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And We Guerrillaz

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Having a random, powerful bout of guerrilla marketing inspiration today.  This post is for my comrades, lurking in the shadows, prepared to pounce at the first glimpse of opportunity…


Guerrilla warfare is a form of irregular warfare and refers to conflicts in which a small group of combatants including, but not limited to, armed civilians (or “regulars”) use military tactics, like ambushes, sabotage, raids, the element of surprise, and extraordinary mobility to harass a larger and less-mobile traditional army, or strike a vulnerable target, and withdraw almost immediately.

The term means “little war” in Spanish, and the word, guerrilla, has been used to describe the concept since the 18th century, and perhaps earlier. (Wikipedia)


The guerrilla entrepreneur knows that the journey is the goal. He also realizes that he is in control of his enterprise, not the other way around, and that if he is dissatisfied with his journey, he is missing the point of the journey itself.

The guerrilla entrepreneur is not in a hurry.  His pace is always steady but never rushed.

The guerrilla entrepreneur looks forward to work. He has a love affair with his work and considers himself blessed to be paid for doing the work he does. He is good at his work, energizing his passion in a quest to learn more and improve his understanding of it, thereby increasing his skills. The guerrilla doesn’t think of work as a marriage, he thinks fling.

The guerrilla entrepreneur lives in the present. He is well-aware of the past, very enticed by the future, but the here and now is where he resides…

The guerrilla entrepreneur is flexible. He is guided by a strategy and knows the difference between a guide and a master. When it is necessary for change, the guerrilla changes, accepting change as part of the status quo, not ignoring or battling it.

The guerrilla entrepreneur is dependent upon many people. He knows that the age of the lone wolf entrepreneur, independent and proud of it, has passed.

The guerrilla entrepreneur is constantly learning.

The guerrilla entrepreneur is passionate about work. He has an enthusiasm for what he does that is apparent to everyone who sees his work. The enthusiasm spreads to everyone who works with him, even his customers. In its purest form, this enthusiasm is best expressed as the word passion — an intense feeling that burns within him and is manifested in an unmistakable devotion towards his work.

The guerrilla entrepreneur is focused on the goal. He knows that balance does not come easily, and that he must rid himself of the entrepreneur never thinks of retirement, for never would he want to stop doing work the loves.

The guerrilla entrepreneur has an upbeat attitude. Because he knows that life is unfair, problems arise, to err is human, and the cool shall inherit the Earth, he takes obstacles in stride, keeping his perspective and his sense of humor.



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Growth obsessed startup co-founder (MusicBox) and strategist-for-hire.

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