10. Guerrilla Tickets to Ride into the Millennium Menu | 1 | 2 | 3  This is not your father’s millennium. This is a whole new ballgame and your tickets to the old ballgame won’t get you very good seats. Entering 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 enter the new millennium with momentum because they have those tickets. They know exactly where they’re heading and they 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. You stay in touch with your customers and key prospects so regularly that you become part of their identity, someone they trust, someone they refer to their friends and associates. You convey your own identity in all of your marketing to them so they know clearly who you are and why you’re good. Because you know that marketers either follow-up forever or fail, follow-up is your middle name. I can read it there on your Identity Ticket.