P. 93 Startup Guide to Guerrilla Marketing

A Lesson from Geese

Have you ever wondered why migrating geese fly in formation? As each bird flaps its wings, it creates uplift for the bird following. In a V formation, the whole flock adds at least 71 percent more flying range than if each bird flew alone. Whenever a goose falls out of formation, it suddenly feels the drag and resistance of trying to fly alone and it quickly gets back into formation.

Like geese, businesses that share a common direction and sense of community can get where they are going quicker and easier than those who try to go it alone.  We are no longer living in the age of the lone wolf entrepreneur, independent and proud of it.

When a lead goose gets tired, it rotates back into the formation and another goose flies at the point position. If business owners had as much sense as geese, they would realize that success depends on fusion marketing partners, working as teams, taking turns doing the hard tasks, exchanging leads, and sharing their marketing budgets.