The world of business does not operate on an even playing field. There are rugged terrains, disruptions, valleys, and cliffs that the entrepreneur should navigate. The word “guerrilla” conjures rebellion, conflict, and insurgency. Put it next to “business”, “research”, “marketing”, “public relations or “selling”, a lot of people will ask “Huh?” “What did you say?” When you go guerrilla, you are rebelling against the conventional or the usual. When the classical formulas aren’