Whether your company is developing or marketing a new product or service, realize that in spite of the superb quality of your offering, it is only human behavior that prohibits the instant gratification that you, also guilty of human behavior, crave. If science developed an anti-aging pill and the FDA granted instant approval, it would still take five to ten years before the majority of the population would cozy up to it. Despite our resistance to the new, Americans accept it far faster than Europeans. While working in England during the late sixties, I recall a presentation to the marketing committee for England's most popular anti-zit ointment. We recommended TV aimed at teenagers.
Pioneers face that attitude on a daily basis.
That's why guerrillas either wait for others to do the pioneering and educating, the paving and groundbreaking, the trailblazing and debugging for them, or they launch with an abundance of patience, a keen sense of observation, and a bank account filled with money. Comment on this article here . You can learn more about Guerrilla tactics from the Guerrilla Marketing books and software and our Daily Guerrilla Communiques on marketing, selling and online marketing. Previous Weekly Guerrillas can be found by clicking here . Server by Mindspring .