Before Adam and Robert formed their marketing agency, GPS Marketers, five years ago, they had already had a side business for a couple of years helping friends and neighbors whose businesses needed marketing assistance. Their skill telling great stories with passion, their ability to interact well with business owners, and their marketing education motivated them to take the next step to starting a business themselves. Starting the company was fairly easy, but they struggled getting it off the ground. They focused on tasks, not strategies, and found themselves floundering as they tried to learn new technologies and just keep ahead of the game. Why is it important for marketers to have a deep knowledge of effective fundamental strategies?