Guerrilla Pioneering by Jay Conrad Levinson Guerrillas are terrified of pioneering, knowing that it meets with solid walls of apathy, confusion and fear. Here's how they handle it gracefully. For this reason, guerrillas aren't in an enormous rush to be first to the marketplace. Patience is one of their allies and observation is another. But for every giddy delight, there are innumerable hidden horrors.
Pioneers do get to do it first, but pioneers often end up with arrows in the back of their necks.
Heed well his words when it comes to introducing new offerings. Your task, unless you're a guerrilla engineer or scientist, is to generate profits rather than patents. Rather than seeking the original and being groundbreaking pioneers, many guerrillas put the odds in their favor by going only with the proven. Study marketing books and periodicals, case histories on the Internet and in company literature. Do it to learn what is working for whom and how they do it.