Reality in running a small business means knowing exactly what you've got to do but not having enough time to do it. If you understand how guerrilla marketing can propel you into hyperprofitability but can't take the steps to activate and maintain the process, your understanding is wasted.

Here's the deal: Marketing can succeed only if time and energy are devoted to it regularly. Insight and understanding, savvy and skill are useless unless action is taken and somebody is paying close attention to the marketing process.

Maybe that somebody will be you. But perhaps you're too busy attending to the details of operations, finance, production, sales or service. If that's the case, that somebody should be your designated guerrilla -- an individual who has the expertise, interest, desire and time to mastermind your marketing. Select that person from within your company or from the outside. There are lots of hired guns who will be delighted to eat, sleep and...

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