Unconventional. Agile. Unexpected. Innovative. Low Overhead Cost. Nimble. Interactive. High Satisfaction. High Profits. Balanced Lifestyle. Happy Customers. Generous. Joyful. Focused on Success.

These are just a few of the terms to describe the results of the Guerrilla mindset. Those who possess the Guerrilla mindset have an appreciation for traditional thinking but embrace the enlightened opportunities that allow them to live differently. They grow and thrive together in the Guerrilla Community.

Guerrilla Marketing is the beginning of the Guerrilla mindset journey.

Guerrilla Marketing is a strategy in which low-cost unconventional means are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. The term Guerrilla Marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment.

The concept of Guerrilla Marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.

Typically, Guerrilla Marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places. The objective of Guerrilla Marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. Guerrilla Marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources while engaging the consumer and creating a memorable brand experience.

Guerrilla Marketing focuses on low cost creative strategies of marketing.

Basic requirements are time, energy, and imagination and not money. Sales is not the primary metric to measure business success, instead profit is the measurement. Guerrillas place emphasis on retaining existing customers instead of solely focusing on acquiring new ones.

Guerrilla entrepreneurs define success not only by the standard notion of finances, but also by the blessed notion of balance - between work and leisure, work and family, work and humanity and work and self.

They thrive on the nontraditional, do the unconventional if the conventional is nonsensical, and know that the real name of the game is the journey - the best of all goals. When the journey is the goal, you can begin with work that satisfies you, spend time enjoying activities other than work you love, and gain a remarkable freedom from work-related stress. You also bond with others in the Guerrilla Community where you interact, give and receive love and support and understand that fun is not pursued, rather it's the essence of daily living.

The Guerrilla Institute (GuerrillaInstitute.org) was formed to accelerate positive impact on the world, its business and its entrepreneurs by magnifying the tidal wave started by the original published Guerrilla Marketing works of Jay Conrad Levinson.

The Guerrilla Institute is a community of like-minded individuals who embrace the Guerrilla principles that have driven our business success and greatly increased the joy in our lives. The Guerrilla Institute endeavors to impact society and individuals by progressing and growing the Guerrilla principles through publishing, republishing and creating educational and actionable and effective "Ways of the Guerrilla".

The Guerrilla Institute

is realizing our Mission and Vision by focusing globally on these key areas of impact:

  • Publishing

  • Education

  • Community

  • Action

  • Results Driven Philanthropy