JAY CONRAD LEVINSON is Chairman of Guerrilla Marketing International, a consulting firm serving large and small businesses worldwide. He is the creator of the Guerrilla series, the best--selling marketing series ever published. Levinson is a former vice president and creative director at J. Walter Thompson and Leo Burnett Advertising. MICHAEL W. McLAUGHLIN is a Principal with Deloitte Consulting, and has over twenty years of consulting experience. He has worked with clients in businesses of every size, from small start--ups to some of the world's highest--profile companies. McLaughlin has sold and delivered more than $300 million in consulting services in his career, and he knows what works in the market and what doesn't.