---
title: "The Essence of Duct Tape Marketing"
url: https://campbell-online.com/blog/2007/04/18/the-essence-of-duct-tape-marketing/
description: "Duct tape (the tape) is simple, effective, and affordable—i’s not always the prettiest solution, but it does always work. The central theme of Duct Tape Marketing: The."
published: 2007-04-18
updated: 2007-04-18
---

# The Essence of Duct Tape Marketing

Published 2007-04-18

April 18, 2007 · [Knowledge work](https://campbell-online.com/blog/category/knowledge-work/) · [Tools and techniques](https://campbell-online.com/blog/category/tools-and-techniques/)

> Duct tape (the tape) is simple, effective, and affordable—i’s not always the prettiest solution, but it does always work. The central theme of Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide by John Jantsch is that effective small business marketing is a system—not an event—composed of simple, effective, and affordable techniques.
>
> When you combine that with the cult-like obsession many people have for all things duct tape you also get a pretty good example of how something simple like the right name can do a great deal for a company, product, service, or book.

[How to Change the World: The Essence of Duct Tape Marketing](http://blog.guykawasaki.com/2007/04/the_essence_of_.html) (Guy Kawasaki)

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