CONCLUSION
Call to Action
You don't need software—you need courage and a vision.
—GAL BORENSTEIN, CEO OF THE BORENSTEIN GROUP, 2009
WE HAVE COME TO THE END OF THIS BOOK—but certainly not of our journey in marketing smarter. All of the advice, science, art, and case studies can help you prepare moving onward and upward, but there is no substitute for actually doing it. The world of marketing will not get any easier the longer we wait—starting now will find you more ready for the changes that lie ahead: Fortune favors the prepared!
I hope this book has made the journey clearer in your mind and the conviction firmer in your heart. Don't get discouraged with the gap between where you are and where you now know you could be. Don't get distracted ...
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