John clarifies and explains the most misused and misunderstood part of marketing: the choice of marketing strategy. He begins by defining what it is – and not. Shows how errors in choosing strategy are fatal to Brands. Then John gives real examples of which of the 4 Strategies were used by world-class entrepreneurs as they prepared to go to battle competitors in a new market space. 1. Defender 2. Offensive 3. Flanking 4. Guerrilla He explains the principles of each Strategy, and where errors are made choosing one, concluding with which is most likely to succeed – and why – for a startup. When you finish this Kourse you’ll feel like a marketing general – able to choose the Strategy that will win as you go into combat, aiming to capture the leadership position of a lucrative new Category.