2. The New Secrets of Guerrilla Marketing Menu | 1 | 2 | 3 | 4  If you memorize these 16 words and run your business by the concepts they represent, you will exceed your most optimistic goals. The most important things you need to know about marketing are in this week’s lesson. In the few minutes it takes you to read this, you'll learn more basic truths about marketing than you'd pick up with a score of MBA degrees under one arm and all the marketing books ever written, including mine, under the other.  As marketing continues to change, the secrets of guerrilla marketing continue to change. Originally, there were three secrets, then seven, then twelve. Now, I'm going to clue you in on the 16 secrets that guarantee you will exceed your most hopeful projections, however dreamy they may be.  MEMORIZE THESE 16 WORDS THEN LIVE BY THEM. I'm giving you a memory crutch so that you'll never forget these words, each one representing a major guerrilla marketing secret. All 16 words end in the letters "ENT." Run your business by the guerrilla concepts they represent and your marketing dreams will come true. 1. COMMITMENT: You should know that a mediocre marketing program with commitment will always prove more profitable than a brilliant marketing program without commitment. Commitment makes it happen.  2. INVESTMENT: Marketing is not an expense, but an investment -- the best investment available in America today -- if you do it right. With the 16 secrets of guerrilla marketing to guide you, you'll be doing it right.