The world today is overrun with propaganda of all kinds. Left-wing, right-wing, massive corporations, governments, and regular people like you and me. The most revolutionary thing you can do, non-violently, is to create propaganda of your own. Whether it's to promote your business, your non-profit, your church, or simply your ideas and values, amplifying your own voice makes the world a more egalitarian place to be. You have a moral responsibility to make yourself heard. In Insurgent Marketing , 20-year marketing veteran Mario Parisé outlines a contrarian approach to reclaiming your voice, growing your business, and making a meaningful impact on the world around you. We don't need to leave it up to politicians, bankers, and media barrons anymore. Seize control of the means of communication available to you. Do it now. Today. In this focused book, you'll learn: The traditional marketing rules, so you can buck them. - How to embracing calculated risk. - The importance of developing an obsession with what your customers truly desire most. - How to treat your entire business as a story. - That earned media (PR) is generally better than paid media (advertising). - That advertising is a results multiplier. Nothing will make a great product succeed, or a bad product fail, faster than a killer ad campaign. - How to identify the things your competitors are unwilling to do, so you can get an advantage by doing them. - The need to develop relationships with other insurgent brands so that you have allies when you need them. - Why you should invest heavily in marketing, but only where it gives you an edge. - How to pursue niche but high-margin opportunities, where the returns would be meaningful to your business, but insignificant to your incumbent competitors. - How to embrace your own eccentricities as a person and as a brand to attract like-minded customers. - Why you need to pick an enemy (your incumbent competition) and boldly go after their lunch. - Why you need to embody an ideal or set of values. - The wisdom of sacrificing short-term market share for long-term customer loyalty.