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Downturns and Guerrillas

In every down economy, some businesses lose money while others seemingly coin money. This course is designed to put you into the latter category. The plain fact is that guerrillas have an advantage during tough times. They are able to work in relatively shorter time frames. Their penchant for information enables them to market more quickly and creatively to market needs. The guerrilla lives by different rules during a tough times than during boom times. The guerrilla attacks when the competition retreats, and the attack is concentrated where the guerrilla offers specific product or service advantages. Retreating companies leave voids in the market, ideal niches for guerrilla companies.

Guerrillas do not commit all their resources to any one front because they try to maintain resources for new options and for potential confrontations with the competition. Flexibility is an asset. Successful guerrilla companies try to be inconspicuous about their success, reducing the chances of being copied when attacked by their competitors.

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By Jay Conrad Levinson

About the Author: Jay Conrad Levinson

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Jay Conrad Levinson is the author of the best-selling marketing series in history, "Guerrilla Marketing," plus 30 other books. His books have sold 14 million copies worldwide. His guerrilla concepts have influenced marketing so much that today his books appear in 41 languages and are required reading in many MBA programs worldwide.
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