A few days ago, I saw a colleague express a high opinion: "Marketing is not revolution, but assassination." Ha, truly hitting the mark. Revolution, rising up, relying on faith, the victor becomes king, the loser a bandit. In history, not a few who rose up succeeded, yet the vast majority of revolutionaries fell along the path. They are warriors. Though they firmly believed they could die in battle but not be scared to death, they became martyrs rather than pioneers. Marketing is assassination: deep investigation (casing the joint), systematic planning, step-by-step, striving for a single, decisive strike. Assassination also divides into professional and amateur. Amateurs, driven by profit or hatred, scheme meticulously, yet despite careful thought, they inevitably have a lapse. In their hearts, there is always more or less the thought of "if we die, we die together." The key is that often, the fish dies, but the net does not break. Professionals, in underworld parlance, are called hitmen. They must not only be warriors but also wise men. They are never death-defying soldiers. A true master moves like a horned antelope leaving no trace, advancing and retreating freely. Their own safety is always paramount: as the saying goes, "survive first, develop later." The assassin's overall action discerns the opponent's patterns and habits, seizes the weak moment, and strives for a single, successful strike. If the strike fails, they immediately adjust. All work serves the execution effect; the execution process must be monitored, and if deviations are found during monitoring, plans must be adjusted and corrected. Ha, this is the feeling I got a few days ago after watching the American blockbuster "The Mechanic"—how perfectly similar assassins and marketing work are. Just as we call the person in charge of marketing a professional operator, ha. Another key detail is detail itself. Often, what determines success or failure, life or death, is a tiny detail. The highest realm of an assassin is not to become the target of everyone. Wugu Daochang's failure back then was, to some extent, greatly related to becoming the industry's public enemy. So how to become a top assassin, to establish oneself and gain fame in the marketing world? Is there a secret manual for marketing? China has a saying: "Reading ten thousand books is not as good as traveling ten thousand miles; traveling ten thousand miles is not as good as meeting countless people; meeting countless people is not as good as being enlightened by a master." As the saying goes, "Ten years of hard practice is not as good as a master's single pointer." That pointer is the secret manual—what thousands of people, over hundreds of years, have summarized is the secret manual. Indeed, the era of "one trick to eat everywhere" has passed, but the lessons of the past guide the future. We may not be able to replicate others' successes, but to a large extent, we can avoid their mistakes. Only battles that truly establish fame yield stunning achievements. As a marketer, a single brilliant campaign can immortalize you and let you look down on the crowd. As an assassin, entrusted by others, you must be loyal to their cause. Only success is allowed, not failure. Once failed, a professional assassin might still retreat unscathed and make a comeback. But an amateur, once failed, often brings ruin to the employer. What distinguishes professional from amateur? It is "control." The fundamental thought of marketing is "momentum" (势): form is the near view, momentum the distant view. A master knows form cannot be changed, but momentum can be controlled. Attack and defend, advance and retreat. As long as you grasp "momentum," you are on the road to success; there is no failure, only not yet succeeded! When a master strikes, every move hits the vital point. Practicing the Five Animals Exercise can strengthen the body, but in life-and-death moments, it often cannot match an opponent's groin kick. Only by gripping the competitor's throat can you more effectively control the process and determine the outcome. In summary, being result-oriented to control the overall situation is a required course for an assassin. 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