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 first to the marketplace. Patience is one of their allies and observation is another.
True, in the world of marketing, it is a heady and thrilling experience to introduce a new product or service -- especially one with a clear and demonstrable benefit to humankind, even if it's one human at a time. But for every giddy delight, there are innumerable hidden horrors. Pioneers do get to do it first, but pioneers often end up with arrows in the back of their necks.
Author and ad agency founder Rosser Reeves once said "Originality is the most dangerous word...
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