Jay Conrad Levinson coined the term “guerrilla marketing” in the 1980s, defining it as an approach for “achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money.”

With four words–energy instead of money–Levinson won the hearts and influenced the marketing plans of entrepreneurs everywhere. His concept fueled the sale of 14 million books, leveling the playing field between marketing-budget haves and have-nots and inspiring a long-standing preference among small-business leaders for innovative, low-cost, high-energy communications over textbook, big-dollar tactics.

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Unleash Your Inner Guerrilla Marketer