Knowledge gained from research will provide stability and reality to a plan. It will guide the hopes and ambitions of the planner while pointing to goals and tactics. The research must temper both boldness and timidity at the same time with the radiant glow of information. The guerrilla possesses the insight to begin planning with research. The more concrete the research, the more sensible the plan.
Guerrillas learn what makes it different, better, desirable.
They find ways to improve it and add value to it. Plans exist not in a vacuum but in relationship to an entire marketplace. Guerrillas become experts in their market before planning. Guerrillas are rarely taken by surprise. Savvy marketing plans specify who these people are because research identified and located them prior to the plan being created.