I'm giving you a memory crutch so that you'll never forget these words. You should know that a mediocre marketing program with commitment will always prove more profitable than a brilliant marketing program without commitment. Commitment makes it happen. With guerrilla marketing to guide you, you'll be doing it right. It takes a while for prospects to trust you and if you change your marketing, media, and identity, you're hard to trust.
Restraint is a great ally of the guerrilla.
Repetition is another. Unless the person running your marketing is patient, it will be difficult to practice commitment, view marketing as an investment, be consistent, and make prospects confident. Patience is a guerrilla virtue. Guerrillas know that individual marketing weapons rarely work on their own. But marketing combinations do work.