Adapt the AI

Time to dive in to AI!  Chapter 4 of Surfing the Tsunami describes ways to adapt to the capabilities and functionality of AI.  Dr Kelsey gives some great advice on how to begin immersing yourself in the world of AI.  Simple, but helpful tips are provided to help create habits and routines.  In my own experiences, it can be hard to form habits but once solidified, they can greatly improve consistency and productivity.  When my actions are dictated by rules and a structure of discipline, they seem to be longer lasting and more impactful as compared to actions that are based on spontaneous motivation.  I can relate to Dr Kelsey's advice and have set aside designated time to read, review, and think about AI and how it applies to me and my career. 

 

Dr Kelsey suggests that in addition to setting aside time to create habits for learning about AI, it is also important to dig deep into the materials you review.  Over time, digging deep leads to digging deeper and will help to develop a surface level understanding into a more robust understanding of AI and how it works.  Reading articles and books are a great place to start.  Dr Kelsey provides some nice suggestions on quality and trustworthy resources for searching for articles and keeping up with the AI news.  He also provides three personal recommendations of books that helped him along his own journey; Rise of the Robots, The Master Algorithm, and The Second Machine Age.  Each book presents the possibilities and capabilities of AI from a different perspective; pessimistic, realistic, and optimistic.  Based on the provided summaries and specific quotes mentioned by Dr Kelsey, I find myself particularly interested in The Master Algorithm by Pedro Domingos.  I think I find this one appealing because it seems to be based on big data, machine learning, and the arms race between companies to acquire and utilize data for driving decisions.  This is not only interesting but incredibly practical in the real world.  Decisions are driven by data more than ever before and I fully expect this will be the trend even more so in the future.  Being aware of how big data in combination with machine learning works, can teach me new skills and help me to creatively think How can I use this in my career? 

This class has already helped me to begin my adventure into adapting to AI by researching and interfacing with actual and practical versions of AI that currently exist such as ChatGPT, DALL-E, and Looka.  I expect that this book and many others will help me transition to the next step in my AI learning adventure; Adopt.  I, for one, am greatly looking forward to further immersing myself into the world of AI through application, interfacing, and reading to further my personal knowledge and familiarity with the subject and to also better position myself to adapt to the rapidly changing world of business and AI.

Until next time, 

Looka This!

This week I experimented with the savvy, AI powered branding tool; Looka.  I found this software to be incredibly easy to use, very customizable, and satisfyingly creative.  With just a few simple prompts, selections, and choices, you can use this tool as a way to establish a powerful brand image and logo.  Looka quickly created brand imaging that was superior to anything I could've created on my own, and it was done instantly!  A full compliment of adjustments, customizations and variations of templates, colors, slogans, and graphics were all at my fingertips.  I was so impressed, I felt compelled to use the branding to completely remake my website to give it a more professional appearance with branding that I am now proud to promote!

Looka's Interface and Customizations:

Given my expertise and work experience in healthcare, I chose to create a healthcare consulting company and built my website with images from the internet.  After using Looka, I was able to create a legitimate logo that gives a professional appearance.  Since my company is offering healthcare consulting, I wanted to have a name that was representational of the healthcare field.  Hence, ConsultingRx.  For those who aren't familiar, Rx is the commonly used abbreviation to represent prescription in the medical field.  Next, I needed a catchy slogan to tie in the name, image, and services that my company has to offer.  After a few moments of 'drawing a blank', I called upon my newly found friend, ChatGPT to help me create a slogan.  The result, was a perfect compliment to my company name; Prescribed Solutions.  Short, simple, representative of the logo/brand, and indicating that my company offers customized business solutions for healthcare facilities; their very own prescription.  Lastly, customizing the colors to represent what a stereotypical prescription pill bottle looks like, orange and white.  The final product, shown below, felt complete and all encompassing of what I was trying to achieve.   

New Logo and Slogan:

Initially, I was just 'playing around' with Looka to see what it had to offer.  I quickly realized the potential and completely rebranded my 'company's' name, logo, and slogan; all because of the impressive results from this software!  My website evolved from a simple title and company name (Schoell Consulting), to a more appealing and attractive name and image that speaks to my target audience and indicates what my company does.  Not only can Looka create an attractive image and logo, it also offers a preview of the full compliment of brand marketing and products that it has to offer.  Users can simply choose from a selection of packages and receive a variety of products that proudly promote your new design.  Business cards, letterheads, t-shirts, and more!

Business Related Items:

My website was overhauled with images and branding that was provided by Looka and it is much better because of it.  I now have a professional image, logo, and slogan that promote my company/product and I have Looka to thank for that.  If you have interest in sprucing up your site or your company's image, I would strongly recommend giving Looka a try and see what it has to offer.  I was pleasantly surprised and I think you will be too!  Check out this quick tutorial on how to use it if you want but the ease of use makes it possible to simply jump in and start rebranding your company with new-age brand marketing.

Looka Tutorial:

I hope that Looka is as helpful to you as it was for me.  If you happened to visit my website from my previous post, take a look at the difference now! 

SchoellConsulting.com

My only regret was not discovering Looka sooner.  I would've chosen a domain that was directed to ConsultingRx instead of SchoellConsulting.  I would highly recommend engaging Looka to help with your branding needs and consider using ChatGPT to help you with some creative solutions as well.  Overall, I can confidently say that you can brand better with Looka!

Until next time,

16 Secrets

Chapter 3 of Guerrilla Marketing reveals the 16 monumental secrets of guerrilla marketing.  Touted as the massive advantage that small companies can gain in hopes of becoming large companies, these are the principles that guerrilla marketers should live by.  Levinson even claims that by simply knowing and applying these secrets, you are 90% of the way towards achieving success with your marketing.

The Secrets:

    1.    You must have commitment to your marketing program.

    2.    Think of that program as an investment.

    3.    See to it that your program is consistent.

    4.    Make your prospects confident in your firm.

    5.    You must be patient in order to keep a commitment.

    6.    You must see that marketing is an assortment of weapons.

    7.    You must know that profits come subsequent to the sale.

    8.    You must aim to run your firm in a way that makes it convenient for your customers.

    9.    Put an element of amazement in your marketing.

   10.   Use measurement to judge the effectiveness of your weapons.

   11.   Prove your involvement with customers and prospects by your regular follow-up with                 them.

   12.   Learn to become dependent on other businesses and they on you.

   13.   You must be skilled with the armament of guerrillas, which means technology.

   14.   Use marketing to gain consent from prospects, and then broaden that consent so that it             leads to the sale.

   15.   Sell the content of your offering rather than the style; sell the steak and the sizzle,                     because people are too sophisticated to merely buy that sizzle.

   16.   After you have a full-fledged marketing program, work to augment it rather than rest on             your laurels.

While all of these concepts are the key to successful marketing, there were a few concepts that really stood out to me.  First, the importance of commitment and patience.  Successful marketing takes time.  Levinson lists several examples of how important this really is.  Those who are patient in seeing the fruits of their marketing labors pay off, see big payoffs.  Those who do not possess the ability to be patient may prematurely pull the plug on what could have been a successful campaign.  It is crucial to create a campaign that is creative and well thought out.  Take the time to create a thoughtful and impactful plan.  Once you have that, and believe in it, you'll be better positioned to stick to it and fully commit even when there are not immediate financial gains.

Another concept that resonated with me is that profits come subsequent to the sale.  Levinson points out that it is six times more costly to sell to new customers than to existing customers.  Maybe your ad convinces someone to buy your product but that's not going to lead you to the big profits.  Building and retaining client relationships is the key.  Be good to your customers, follow up with them, offer special discounts, and treat them as the valued customer they are.  After all, returning customers can become loyal customers, and loyal customers will continue to supply you with profits and spread your reputation to their family and friends through highly valued personal referrals.

Lastly, the combination of consistency and confidence.  Levinson gives a great example of a previous client that was not having success because she was running her ads twice per week on the highest ranked TV network.  This didn't provide consistency for her campaign.  Instead, her success was found by holding a small section of the Sunday paper to display her ad.  The ad was seen every Sunday and provided her consistent visibility.  The result was a successful campaign.  The ad was seen by people using the Sunday paper every single week; same place, same time.  Not only did it give more frequent presentation to her potential clients, it gave them the impression that the business was consistent and reliable; providing her viewers with confidence that her company would be there, week after week.  By changing from twice per week on the highest rated network to every week in a small newspaper, the campaign became hugely successful.  Truly an excellent demonstration that unless you're able to use an advertising medium effectively and consistently, its better to not use it at all!

Until next time,

ChatGPT Winning the AI Wars

AI in all its glory, has created some issues as it has progressed and gained massive popularity.  ChatGPT in particular has caused disruption to the Education System.  The power of a linguistic/dialogue chat bot to process and provide complex, detailed, and accurate answers and content has quickly stressed teachers and professors, testing their ability to know what is 'real', as in, created by the student, and what was generated from AI.  

ChatGPT has the capability to write you a paper, an essay, and even take an exam for you with shockingly literate and instantaneous results.  ChatGPT recently received a grade of 'B' on an Operations Management final exam from the MBA program at the prestigious University of Pennsylvannia's Wharton School of Business.  With incredible capabilities such as this, it seems reasonable to ask, What's next for education?  Do we go back to pen and paper exams?  Initially, this was the strategy taken by educators to quickly combat the ability for students to have their work generated by ChatGPT or related AI programs.  Enter GPTZero, a software created specifically for educators, intended to combat this issue.  GPTZero is designed to identify content that was most likely created by AI to help educators identify this newly founded version of 'plagiarism'.

So, the battle begins.  Likely, we are going to see a back and forth, cat and mouse type game play out between the creator and the content police.  I don't know where this will end up exactly but it sure feels like a variation of cyber security vs hackers.  Generally, the hackers are always ahead and in this case, I think AI from the perspective of creating content will stay ahead as well.  Blocking and identification software will work, but not for long.  I fully expect to see a reactionary back and forth for quite some time but the real question is, At what point is it unavoidable or becomes irrelevant?  At some point, this will be integral in what we do and how we do it.  I believe education will need to embrace this and find ways to operate with the technology and not against it.  Time will tell.  

As a fun exercise and a demonstration of what ChatGPT can do (on a very basic level).  I asked it to write my blog post for me this week.  Take a look and see what you think!  As a fun bonus, the pictures in this blog were generated by DALL-E, a different AI that generates pictures and images in various forms from a user's request.

Content below was completely generated by ChatGPT from a basic prompt that I gave it.

Artificial Intelligence (AI) has come a long way in recent years, making remarkable progress in fields such as computer vision, natural language processing, and robotics. With the increasing sophistication of AI technology, many industries are adopting AI solutions to improve their operations and reduce costs. This has led to a rise in productivity, efficiency, and innovation across various sectors.

However, this progress has also raised concerns about the potential loss of jobs due to automation. According to a report by the World Economic Forum, around 75 million jobs may be displaced by AI and other technological advancements by 2022. The report also suggests that while new jobs will be created, there will be a significant skills gap, requiring workers to upskill or reskill to remain employable.

It is important to note that AI has the potential to augment human capabilities rather than replace them. In some cases, AI can free up workers from repetitive or dangerous tasks, allowing them to focus on higher value work. By embracing AI and upskilling, workers can stay ahead of the curve and secure their future in the rapidly evolving job market. To ensure a smooth transition, organizations and governments must work together to invest in education and training programs to prepare the workforce for the future of work.

Pretty impressive, right?  Give it a try yourself!  I've already used this a few times at work and I imagine that anyone who isn't familiar with this program within the next 6 months, will be behind the proverbial 8-ball.

Until next time,

What Color is Your Parachute?

I've begun reading and learning from another book, What Color Is Your Parachute by Richard N. Bolles.  With more than ten million copies sold, this book has several attention grabbing accolades including, the world's most popular and bestselling career handbook, one of the all-time 100 best nonfiction books, one of the first job-hunting books on the market, and many more.  

Through the first three chapters of the book, there's already been some key insights that I have found to be of particular interest to me and my career growth.  Here's a breakdown of some things I though were worth mentioning and exploring deeper, on a personal level.

CHAPTER 1: WELCOME TO THE EVER-CHANGING WORLD OF THE JOB SEARCH

There were many interesting topics even within the first chapter of this book.  General discussions about the changing workforce, how COVID has disrupted so many industries, and the likely impact on AI and other tech advancements will have on future jobs and the greater workforce.  What I found particularly interesting and most applicable to my current career was the way Bolles described and depicted the process for filling a job vacancy.  Bolles indicates that employers, who are looking to fill a vacancy, and applicants approach the same process in the opposite direction.  Below is a simplified depiction of how Bolles describes the way in which employer hunt for applicants compared to how applicants hunt for jobs.

Fortunately, I am not currently looking for a job but you never know when that could change!  With so many unknowns on the horizon, it seems valuable to be armed with useful information such as this to better position yourself to become the next hired candidate.  The depiction and the concept that Bolles provides was eye-opening to me because it was something that I never realized but can verify that in my experience, it is absolutely true.  As a hiring manager, I want to mitigate risk.  The best thing that could happen is an existing employee, who has already demonstrated their knowledge and dependability, applies for the opening or is promoted into the opening.  The next best thing would be for me to receive a recommendation from someone I trust and that knows what can make a person successful in the position we're hiring for.  If I am given a name from such a trusted source and they can demonstrate that they do have the skills I'm looking for, they have a much better chance of landing the job.  Lastly, I rely on our employed recruiter to sift through all of the applications/resumes that have been uploaded to our job posting on our website and then begin to work in a process of elimination fashion.  But as Bolles indicates, people apply for and try to obtain jobs in the exact opposite manner!  Most people will simply upload their resume to the posting and wait to see if they hear back from someone, I myself have been guilty of this.  Because that's the way it works, right?  I can tell you now, after studying this first chapter and its contents, I would approach searching for a job very differently.  I would even consider trying to get in as a volunteer or intern to position myself to be that 'internal hire/promotion' that I myself find to be the best solution when I'm trying to fill a vacancy.

CHAPTER 2: A JOB SEARCH IS HARD WORK: HERE ARE TEN WAYS TO TRIUMPH

Chapter 2 was quite interesting and very unexpected.  What sorts of things would you imagine this magic list of ten would contain?  Stay dedicated, apply to any and everything, talk to random people that you meet, etc.?  Actually Bolles ten ways to triumph in the job search are all internal and self-care related.  This was surprising to me but in all honesty, it is true.  You cannot expect to perform your best or present the best version of yourself if you are not taking care of your own health, both mentally and physically.  This list will help you to get your mind and body right so that you give yourself the best chance of landing the job.  

CHAPTER 3: HOW TO DEAL WITH ANY CHALLENGES YOU HAVE IN THE JOB SEARCH

Chapter 3 provides readers with some very useful knowledge related to obstacles and/or barriers that they may face or have to overcome.  Bolles outlines what your legal rights are, including a list of discriminatory bias that they are not allowed to use as the basis for hiring of employees.  Bolles also lists six different laws that are in place to prevent employers from discriminating against applicants and six different federal agencies that have a role in enforcing and investigating claims of discriminatory hiring practices.  Bolles also provides resources and information on how to report a claim and important considerations before doing so, such as seeking legal council.  The subject that was really impactful to me personally was the concept of Focus on what you can do, not what you can't.  I think this is a very powerful concept and can help keep applicants from sounding unsure of themselves and insecure, to displaying confidence and capableness when they're searching for a job.  Bolles includes an exercise that is simply formulating a T-list separating what skills you have and what your favorite skills are.  I gave this exercise a try for myself and found that it really helped to identify core skills that I have which I otherwise would've had a difficult time formulating.  Take a look at the abbreviated list I put together for myself using Bolles T-list and the list of verbs he provided.  While this doesn't include all that I did put for myself, it can give you an idea of how helpful this exercise can be for you.  From this list, I was able to reflect on each item and expand to include real-life examples of how I have performed or do perform each one.  Having these skills outlined with examples would be extremely advantageous if you were headed to an interview.

Not only have I learned how to better position myself to find work if I ever find myself unemployed, but I am better positioned to find any job, which I think is extremely valuable.  Considering the rapid advancement of technology and AI, an ever changing job landscape, and general uncertainty with economy, individual businesses, etc., I find that already this book has provided insightful information both in context and in practice.  So far, I would highly recommend to anyone, not just those who are currently unemployed.

Until next time,

AI in Healthcare

As a current member of the heathcare workforce, there was one subject discussed in Chapter 2 of Dr Todd Kelsey's book Surfing the Tsunami that struck a particular chord with me.  In the subsection Health and Diagnosis, Dr Kelsey introduces and discusses AI in healthcare and particularly the progression of machine learning and AI in performing complex decisions or diagnosis that currently we have to rely on a physician's expertise to determine.  Dr Kelsey mentions that "...there have already been instances of algorithms that have been proven to be more accurate than doctors with diagnosis" (Kelsey 2018). I wondered to myself, "How far has this already progressed?" and "Could AI/ML/computers really be the next generation of medical doctors?"

As advanced as healthcare is these days, in many other ways, it would be considered to be relatively archaic compared to the technology and advancements that other industries have leveraged.  Medical records were primarily recorded and kept with pen and paper only a few years ago!  So while AI and technology advancements continue to astonish in many industries, healthcare felt to me like a slow adopter and relatively safe field to be in.  Not only does it seem to be a late adopting industry, medicine and the application of therapeutic intervention is an art form based in scientific knowledge.  The difficulty with medicine is people.  And by people, I really mean variance.  Everyone is different, has different genetics, responds differently, etc.  It's almost impossible to know the right answer when there is so much variance from person to person and how one person reacts to a therapy, medication, or treatment, is completely different than the next.  So, it seems to me that the skills and knowledge of physicians, cultivated by years of education and practice couldn't possibly be replaced by computers, right?  Well, to be honest, I'm not so sure anymore.

Google has multiple AI models that are being implemented in medicine.  In fact, my own organization, Northwestern Medicine, partnered with Google to develop a model designed to identify lung cancer from screening tests.  A skeptic may wonder, as I did, Ok, fine. But how well did it perform and is it really that accurate to be relied upon for such a serious concern? This model can identify cancer better than a radiologist with 8 years of experience and achieved expert-level accuracy (Wiggers 2019).  See that picture above?  This is a chest x-ray of pneumothorax, commonly explained as a collapsed lung.  The highlighted area within the image on the right was generated by another one of Google's AI models.  This was missed by multiple radiologists but accurately identified by the AI model (Wiggers 2019).  Google has also developed DeepMind which is an AI model that can recommend the proper line of treatment for 50 eye diseases with 94% accuracy, thanks to advances in processing visual information through eye scans (Wiggers 2019).

Although incredible feats of advanced AI exist in medicine today and will certainly develop and progress further, I'm not convinced that we will see AI replace physicians.  At least, not yet.  While the data above certainly serves as strong and convincing evidence for the progression of AI and machine learning within healthcare, the gap is too large to close rapidly.  I expect to see more and more integration of AI in medicine and a vast improvement in accuracy and quality of care.  But I also expect physicians and clinical professionals to use these models available as tools in assisting them to provide high-quality healthcare, not replace them altogether. 

 

Dr Kelsey points out that machine learning involves the performance of complex algorithms, supplied by an incredible amount of data and analysis (Kelsey 2018). Dr Kelsey compares this learning technique to the way the human brain creates neurons, developing a network of decision pathways and optimal answers through the development of a new generation of computer chips called neuromorphic chips (Kelsey 2018).  Could a development like this shorten the timeline or close the gap? Yes, of course.  I fully expect to see changes to both hardware and software that we currently use and from that, we most certainly could progress to the point where machines can not only perform all functions and decisions of a physician, but do them better. The parabolic advancements in technology, AI, and machine learning is just getting going and certainly warrants the attention of leaders in healthcare.  Computers don't get tired, they don't have 'a bad day', they don't act on emotions, and for many other reasons, can be much more dependable than humans.  I foresee a heavy AI integration over the next decade and fully expect to see physicians utilizing AI to assist them in not only performing surgeries or procedures, but making in-depth, detailed, and accurate clinical diagnosis and treatment plans.  Will they get to the point where we no longer need humans in medicine? We shall see.

Until next time,

References:

1.  Kelsey, T. (2018). Surfing the Tsunami; An Introduction to Artificial Intelligence and                                    Options for Responding.

2.  Wiggers, K. (2019, December 3). Google details AI that classifies chest X-rays with human-level               accuracy. VentureBeat. https://venturebeat.com/ai/google-details-ai-that-classifies-chest-x-rays-             with-human-level-accuracy/

Website Design

I've officially ventured into the world of website design!  I was thoroughly impressed with the easy, user-friendly nature that Google offers for domain purchases and website design.  In case you're interested in embarking on your own adventure, here's some steps to help you get going!

 

Step 1: Search 'Google Domains' or visit 'https://domains.google'

Start with your new domain name.  This is going to be your website address and where people will go to find your website.  No matter the purpose of your site, whether this is your business, the business you work for, or a personal passion to spread awareness of a topic you care about, a website is key to creating a unique way of selling your product or promoting your cause.  A simple, sophisticated, and memorable domain name will be something that sets you up for success!

Step 2: Create an Account

If you already have a Gmail account, this will be very easy.  Simply choose your account to link to your domain access and get started!  If you don't already have Gmail account, create one and get started on Google Domains.

Step 3: Check Availability

Simply click the 'Get Started' tab and search for the domain you want!  I utilized my last name in combination with the general purpose of my business to develop 'SchoellConsulting.com'.  Choose what you want, be unique, keep it concise, and easy to remember.  Google will let you know instantly if your choice is available.  Google also provides some nice recommendations to help you create a more successful domain name.

Step 4: Select your 'Ending'

    

Google will display what's available to you by displaying a green checkmark next to each respective domain ending.  Whether you'd prefer '.com', '.net', '.org', etc. Google makes it simple to see what's available for you!  Choose your preferred domain ending and consider the purpose of your company and the commonality of a '.com' compared to a '.net' to help give you an advantage.

Step 5: Checkout

Once you've selected you're ending, add it to your cart, and proceed to checkout.  Google provides transparent pricing for each domain ending and makes the checkout process simple.  If you have Google Pay already set up, simply choose your preferred card on file and complete the transaction.  If not, don't worry!  Add your card information and complete the payment.  Most of the options are $12/year so if you're looking to make an impact for your company or your cause on the internet, this is quite a bargain!

Step 6: Website Design

Now the fun begins!  Select 'Website Design' and choose from several website builders.  You can choose from Wix, Squarespace, Bluehost+Wordpress, Shopify, Weebly, Blogger, or Google Sites.  I decided to stick with the google platform and use 'Google Sites' to begin building my personalized website.  Luckily, since you've created your domain first, you can transfer your domain address directly into the website creation and have them both linked together instantly.

I have already begun my creation of a customized site and will add some tips, tricks, lessons learned, and my own personal progress next week.  I look forward to continuing this immersive experience in leveraging the useful tools of managing and promoting a business in the online world and most importantly, sharing it with all of you!

Feel free to check out my site!  Rest assured, it will be refined and supplemented as I continue to learn and work with options available.

SchoellConsulting.com

Until next time,

Guerrilla Marketing

In our introductory week, we've been tasked with introductory readings from Guerrilla Marketing by Jay Conrad Levinson.  The text from this book is quite intriguing as it serves to identify the main differences between what is referred to as traditional marketing and the concept of guerrilla marketing.  Levinson uses the opening chapter to define his definition of what marketing means and how the guerrilla marketing approach may make you reconsider how you view the term.

First, Levinson defines and clarifies what marketing really is.  Here's some ways in which he redefines the term to get readers thinking about how we may be taking the wrong approach to attracting and retaining customers.

1. "Marketing is every bit of contact your company has with anyone in the outside world."

This is far different than how I thought of marketing.  Marketing is a strategic way to attract new audiences of potential customers, right?  Not exactly.  It is quite literally every contact you have with anyone.  This point emphasizes the fact that anyone is a potential customer and you need to represent your company in all facets of your business.  The devil is in the details!

2. "Marketing is the art of getting people to change their minds - or maintain their mindsets if they're already inclined to do business with you."

Nothing too earth shattering here, but this is an interesting perspective to have when approaching marketing.  You're not merely blasting your product image all over town.  You need to invent ways to convince a potential customer that they would be better off purchasing your product, choosing your product instead of a competitor, or continuing to be a loyal customer.  All different angles with the same goal, sell more product!

3. "Marketing is also the truth made fascinating." 

This statement is geared towards the concept of shifting focus from me to them.  The success from marketing comes from helping your customer succeed at their goals and in turn, you succeed at your goal; generating and retaining business/profits.  Although it seems simple, this statement feels like a core competency in successful marketing and I anticipate it will be an ongoing topic or viewpoint that is reiterated and emphasized throughout the text. 

 

4. "Marketing is more of a science every day as we learn new ways to measure and predict behavior, influence people, and test and quantify marketing... it is also unquestionably an art form...and it is a business.  And the purpose of a business is to earn profits." 

 

This combination of observations and statements is the true meat and potatoes.  Psychology and data are a necessary element to successful marketing but the creative space in which marketing thrives is also an art.  Levinson wraps it all together with this concept that marketing is a combination of wonderful and contrasting principles but above all else, it is a business.  The final objective is to bring science and art together to earn profits and I for one, am excited to read more about what he has to say!

Levinson also highlights 20 distinct differences between 'Traditional Marketing' and 'Guerrilla Marketing'.  Each point highlights the difference in focus, execution, and goals that an agent of guerrilla marketing has, which can give them an advantage in many things such as long-term relationships with clients, harnessing the power of strategic marketing, building customer loyalty, and even collaborating joint marketing ventures with competitors!  Take a look at the overview I've put together in the table below, which summarized the differences that Levinson points out in his text.

           The Differences between ‘Traditional Marketing’ and ‘Guerrilla Marketing’

	Traditional	Guerrilla
1	Maintains that to market properly, you must invest money	Maintains that if you want to invest money, you can – but you don’t have to if you’re willing to invest time, energy, imagination, and information
2	Shrouded in mystique and intimidation; fear of making mistakes can lead to missed opportunities	Removes the mystique and exposes marketing for exactly what it really is – a process that you control – rather than the other way around
3	Geared toward big business with big budgets	Small business: Companies with big dreams but tiny budgets
4	Performance measured by sales or responses to an offer	Main number that merits your attention is the size of your profits
5	Based on experience and judgment; “guesswork”	Can’t afford wrong guesses, so it is based as much as possible on psychology; such as repetition and the unconscious mind
6	Suggests that you grow your business and then diversify	Suggests that you grow your business, if growth is what you want, but always maintain your focus to achieve your goals
7	Suggests that you should grow your business linearly by adding new customers one at a time	Grow a business geometrically – by enlarging the size of each transaction, engaging in more transactions per sales cycle, and tapping into the power of customer referral
8	All efforts on making the sale, under the false notion that marketing ends once the sale is made	Emphasis on fervent follow-up with the knowledge that 68% of all business lost is lost from ignoring customers after they’ve made the purchase
9	Scan the horizon to determine which competitors you ought to obliterate	Scan the horizon to determine which businesses have the same kind of prospects and standards as you do – so that you can cooperate with them in joint marketing efforts
10	Urges you to have a logo that represents your company – a visual means of identifying yourself	Have a meme that represents your company – a visual or verbal symbol that communicates an entire idea
11	“Me” marketing	“You” marketing
12	Focused thought on what can we take from the customer	Focused on the lifetime value of a customer and what we can give a customer
13	Advertising works, web sites work, direct mail and e-mail work	Marketing combinations work. Running a series of ads, having a website, and then direct mailing or e-mailing, they’ll all work, and they’ll each help the others work
14	Count money	Count new relationships; establish and nurture a bond between themselves and each individual customer
15	Rarely emphasize technology	Requires that you be very ‘technocozy’
16	Aimed messages at groups: the larger the group, the better: broadcasts	Aims messages at individuals: narrowcasts, microcasts, and nanocasts
17	Unintentional.  Focus on the big guns of marketing – radio, TV, newspapers, magazines, and web sites	Always intentional.  Focus on the details of contact with the outside world; ignoring nothing and realizing the importance of tiny details
18	Believes you can make the sale with marketing	Alerts you to the reality that marketing today can hope only to gain people’s consent to receive more marketing materials from you
19	A monologue	A dialogue. Interactivity and involving the customer with the marketing
20	Identifies the heavy weapons of marketing: radio, TV, newspapers, magazines, direct mail, and the internet	Identifies two hundred weapons of marketing, and many of them are free

As you can plainly see, the approach of guerrilla marketing is in stark contrast to traditional marketing in many ways.  Using psychology and the artform of creating strategic marketing, will lead you down a very different path than traditional marketing but according to Levinson, it will also lead you to sustained and growing profits.  Which, after all, is the main goal for any business.  I'm excited to learn more of what this book has to offer in reshaping my understanding and application of marketing in the real world.

Until next time,