Winston Churchill, the great Prime Minister who carried Britain through the darkest hours of the 2nd World War, said that. I visited his war bunker in London yesterday, having just finished my Marketing Evolution seminar which had met just 3 miles north. A fascinating tour.

Churchill was a successful statesman early in his career, then fell out of favor with the people. The Great Depression ensued and he nearly went bankrupt. He wrote hundreds of magazine articles and won his way back into the public eye.

He became prime minister just in time to confront Hitler’s rise to power. Churchill elected to meet Germany with force, rather than capitulating to the Fuhrer’s demands.

Every single day for years, British citizens feared Nazi soldiers swarming their beloved land. Because of nightly German bombing raids, you never knew if your house or your neighbor’s would be standing the next morning.

Churchill shielded his underground war room with a thick layer of steel-reinforced concrete. He operated it for six years. Hitler never discovered its location. Churchill appeared in public frequently to demonstrate his bravery.

When the war was over, he lost the election, but knowing how to write and harness the available media channels, maintained a place in the public square. He came back into office in 1951. He played a prominent role in helping Great Britain and the world adapt to the Cold War and the post-WW2 reality.

Then, the only media was The media. When reporters ignored him, when he couldn’t get press through normal means, he found other means. He took to the speaking circuit and raised a following through the power of his resonant voice.

I toured the war bunker with my friend Bill Harrison. We imagined what it must have been like to literally try to save the very world itself from destruction 20 hours per day, 7 days per week.

I said, “I’m incredibly glad that I get to do alchemy every day instead of having to save everything from obliteration.”

As crazy as it may sound, in your lifetime you have an opportunity to accomplish far *more* than Churchill did.

Why?

–> Because saving the world from destruction doesn’t create anything. It just keeps everything from getting blown to bits. Being an entrepreneur means creating a new world, one that doesn’t exist right now, but will exist once your mission has been carried out. Now that’s an accomplishment to celebrate.

In order to do this, you MUST be savvy in the use of media. I don’t care whether it’s newspapers, blogs, PPC, video, sending out letters, print advertising, emails or SEO, you need to drive your stake in the ground somewhere, create a home base for yourself where you’re safe from enemy artillery. Then execute your master plan.

In Planet Perry, media begins with buying clicks. But that’s just the beginning. You need to initiate a relationship, then you need to build it. Then you need to monetize it so you can fund and fuel your war machine.

This is a war of alchemy, not a war of destruction. This is a war where where you introduce new ideas, new efficiencies, new solutions to replace old ones. Sometimes you solve a problem where no solution ever existed before. You turn lead into gold.

On September 28, the most successful training program we’ve ever offered commences. My trainers and I going to maximize the clicks that you buy, then help you initiate and cultivate trusting relationships with your customers. I have many hundreds of successful grads who’ve transformed their businesses through this training.

When you’re done, 3-5 kinds of media will be sending profitable customers your way every single day. And you’ll be safe from enemy fire. Divide and Conquer:

http://www.perrymarshall.com/adwords/personalcoaching

Perry Marshall

“We are all worms. But I believe I’m a glow-worm.” -Winston Churchill

About the Author

Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.

He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.