Heading into one millennium from another is a good time to reexamine the baggage you’ll be bringing along. In the area of marketing, you’ll certainly have to leave behind a lot of old ideas and myths, notions and traditions. But you surely want to take with you at least the five essential tickets to ride into that new millennium with confidence in your success.

Guerrillas will enter the year 2000 with momentum because they’ll have those tickets. They’ll know exactly where they’re heading and they’ll have the right tickets to their destinations. To generate and capitalize upon your own momentum, to travel first-class into the future, it makes sense for you to learn the five destinations of the guerrilla and their five tickets to ride. You can go to the same destinations; you can have the same tickets:

1. The first is your Identity Ticket. It’s the ticket that leads to close relationships. You get it with consistent and never-ending follow-up....

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