SETH GODIN is a bestselling author, entrepreneur and agent of change. He’s what we like to call a guru. He recently put up a post on the Top 10 Secrets of the Marketing Process. Check out his post here.

My favorite were…

2. You won’t get it right the first time. Your campaign will need to be reinvented, adjusted or scrapped. Count on it.

4. Irrational, strongly held beliefs of close advisors should be ignored. It doesn’t matter if they don’t like your logo.

8. Compromise in marketing is almost always a bad idea. Extreme A could work. Extreme B could work. The average of A and B will almost never work.