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Wish You Were Here

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This story appears in the March 2002 issue of Entrepreneur. Subscribe »

As regular readers know, I have been riding the rails of Amtrak with Jane Applegate and the Back on Track America (BOTA) team, helping entrepreneurs all over the U.S. refocus and re-energize in the aftermath of 9/11. Our task has been complicated by the recession we're mired in. At the four BOTA events I've attended, the marketing seminars have been packed with entrepreneurs trying to come up with new ideas and strategies to reach increasingly elusive or reluctant customers.

Seminar attendees at the BOTA event in Palo Alto, California, were privileged to learn from Jay Conrad Levinson, author of the myth-shattering Guerilla Marketing. Jay delivered so much valuable advice (in only 12 short minutes), that I wanted to share it with those of you who couldn't be there. Here, then, (paraphrased from my notes) is the wisdom of Jay Conrad Levinson:

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