So you think you know marketing. Think again. Lies Startups Tell Themselves to Avoid Marketing uses the tough love approach to steer you clear of the pitfalls and self-deceptions that have been the undoing of many when confronted with the harsh realities of today's marketplace. Sandra Holtzman and Jean Kondek employ their combined 40 plus years' worth of marketing savvy to cut through all the usual malarkey—and, let's face it, bullsh*t—to give you a streamlined approach to successfully launching a product, service, or company. Better than a handbook, Lies Startups Tell Themselves provides 10 fast-track, step-by-step chapters for planning and implementing a successful marketing program that you can get started on TODAY.The writing is clear and concise, breaking down concepts into bite-sized, easy to grasp nuggets for today's busy audience. Moreover, each chapter is stand-alone and immediately actionable. It doesn't take a rocket scientist to understand the value of a well thought out marketing program. But carving your niche in the marketplace can be a daunting task. Lies Startups Tell Themselves to Avoid Marketing guides you through the pitfalls and challenges to a successful start-up or product launch.