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Guerilla Pioneering
Guerrillas are terrified of pioneering, knowing that it meets with solid walls of apathy, confusion and fear. Here's how they handle it gracefully. Even though one of the most powerful words in marketing, surpassed only by "free," is "new" -- truly new product or service launches rarely excite the public as much as the marketer. For this reason, guerrillas aren't in an enormous rush to be . . . (to read the remainder of this article, please log in below.)
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