Need To Know? In the information age, knowledge is your best weapon.

P>Think about it: Much of what you've learned in thepast, while it may have been accurate at the time, has sincechanged, leaving you misinformed or uninformed-so that a lot ofwhat you thought you knew for a fact is actually wrong. In socialsituations, your lack of up-to-date information is inconvenient,but in business, it's suicidal.

You must realize that in business, just as in sports, people areconstantly trying to become better than you, and some of themsucceed. The ones who do have mastered the art of learning.

Seagulls fly in circles in the sky, constantly searching forfood. When they find it, they land and eat their fill. Then theyreturn to the sky, only to fly in circles once again. It'stheir most powerful instinct. Guerrilla marketers have an instinctjust as strong-the need for constant learning. They gobble up datawith an intellectual appetite that can never be sated.