Unless you do the same, expect the worst. Reality also includes your marketing budget because you must live with it and make it stretch to its fullest extent. Now, more than ever, that budget enables guerrillas to market actively but not expensively. Reality is the inevitable clutter of other marketing, the blizzard of direct mail each day, the increasing sophistication of marketing techniques. Reality is knowing that your prospects have things on their mind other than your marketing and why they should buy what you're selling.
Guerrillas adapt their marketing to that reality by facing it squarely.
Reality is knowing the difference between a motivating marketing message and a clever marketing message. Many marketers haven't a clue as to the difference and often mistake the two. Alas, reality is also a ho-hum attitude on the public's mind when it comes to marketing. They have many things to consider each day and you can be pretty certain that marketing is not one of them. Finally, reality is knowing the value of commitment to a plan, patience with a program and restraint in making changes.