I sat in what I would call "the cheap seats" for thirteen years in a rural community watching small businesses play the marketing game. It's torture to watch a game being played - rules ignored, misunderstanding of the point system, and never knowing who wins (until it's way too late). That's how I felt. So, I decided instead of being a chump in the cheap seats commenting to those sitting next to me how the game should be played, to get my butt in the game. Better yet - be a player or a coach (depending on the need of the client). I know most small business owners are a rare breed. They work hard, they are loyal to their employees and their customers, and they are generous to the community that supports them. What they do not know is how to effectively market their business - especially in a rural community. Even when they do know, they simply do not have time to do it.