Guerrilla Growth

---
name: guerrilla-growth
description: Aggressive, cheap, gray-hat-but-legal distribution — the ฉลาดเกมโกง playbook. Use when a venture needs customers with no ad budget, when growth has stalled, when a competitor owns the channel, or when the user asks "how do we get customers", "ทำการตลาดยังไง", "growth hacking", "no budget marketing". Includes competitor-adjacent plays, parasite distribution, arbitrage, and manufactured urgency — plus the hard legal line that is never crossed, ever.
---

# GUERRILLA GROWTH — ฉลาดเกมโกง, ไม่ใช่โกงจริง

Clever, not criminal. The whole game is being *shameless within the law*, while your competitor is being polite and expensive. If a tactic is aggressive, cheeky, uncomfortable, or annoying to the incumbent — good, that's the point. If it is illegal, deceptive to the customer, or defamatory — it's off the table, permanently, and not because of squeamishness: those tactics have terrible expected value. One ban, one lawsuit, one screenshot and the company is gone.

**Read [references/the-line.md](references/the-line.md) before executing a single play.** Everything in the playbook sits on the legal side of it.

## The principle
> Go where the buying intent already is, and be the cheapest, fastest, most human option standing there.

Someone else spent money creating a buyer. That buyer is now standing in public, deciding. Being present at that moment is not cheating; it's competition. Renting a shop next to the busiest restaurant in town is the oldest legal strategy in retail.

## BANNED (these end companies — never, at any cost)
- **Fake reviews, fake testimonials, fake customer counts, fake scarcity.** Illegal in most jurisdictions, and unwinnable once discovered.
- **Impersonating a competitor, a customer, or an authority.** Includes lookalike domains, fake support accounts, and astroturfing that hides who you are.
- **Defaming a competitor.** Comparisons must be true, current, verifiable, and sourced. Verified facts, always fine; insults and invented claims, never.
- **Hacking, scraping behind a login, credential stuffing, or anything touching a system you don't own.**
- **Spamming under a false identity, buying scraped personal data, or ignoring PDPA/GDPR/CAN-SPAM.** Cold outreach can be legal — but only with a real identity, a real opt-out, and a lawful basis.
- **Trespass, obstruction, harassing competitor staff, or interfering with their operations.** Stand on the public pavement, not in their doorway.
- **Trademark or copyright infringement** — their logo, their name in your brand, their copy.
- **Deceiving the customer about what they're buying, the price, or who you are.** Everything else is negotiable; this never is.
- **Anything you'd have to hide from the customer if they asked directly.** That's the whole test, in one sentence.

## The playbook (full detail in [references/playbook.md](references/playbook.md))
- **Competitor-adjacent** — be present where their buyers already are. Comparison pages built on verifiable facts, bidding on their brand terms where it's legal, answering "alternative to X" threads honestly with your identity stated, a migration tool and a switching discount, and yes — a human handing out flyers on the public pavement outside their shop, which is legal in most places and works.
- **Parasite distribution** — borrow someone else's audience: marketplaces, app stores, plugin directories, template galleries, communities, newsletters, podcasts, and the SEO of platforms that already rank. Ranking #1 inside someone else's marketplace is faster than ranking on Google.
- **Arbitrage** — buy attention where it's underpriced and sell where it converts: an untapped platform, an off-peak hour, an unfashionable language, a format nobody in your category has bothered with yet.
- **Free-tool wedges** — give away the calculator, the checker, the template, the generator that your buyer needs *right before* they need your product. Then be the obvious next click.
- **Manufactured events** — a launch, a challenge, a public teardown, a leaderboard, a report with original numbers. Manufactured urgency is fine when the deadline is *real*; fake countdown timers are not.
- **Physical-world plays** — conferences you don't pay for a booth at, coworking noticeboards, an industry meetup you host, the operator's own face on video. Cheap, legal, memorable, and largely abandoned by everyone chasing paid social.
- **Own the operator's face** — a real named human building in public out-converts any brand account. The operator's account is a distribution asset the company builds for free.

## Choosing a play
1. **Where is the intent?** Pick the moment a buyer is deciding, not the moment they're relaxing.
2. **Who already owns that moment?** Their channel is your channel; that's a fact about distribution, not a moral question.
3. **What can we do that they legally cannot be bothered to do?** Speed, personal replies, honesty about weaknesses, being physically present, answering at 2am.
4. **What does one unit cost, and what does one unit return?** If a play can't be measured, it's a hobby.
5. **Run ONE play at a time**, with a predicted number, for 7 days. Concurrent plays produce unattributable outcomes.
6. **Saturate what works before adding another.** Founders quit winning channels far too early out of boredom. Boredom is not a business signal.

## Order format for growth plays
Every play becomes a real order to the operator: the exact text, the exact place, the exact time, the number to report. Never "try posting on social media." Always "post this exact text in these three groups at 09:00, reply to every comment within 30 minutes, report views, comments, DMs, and clicks."

## Done check
- [ ] The play is checked against [references/the-line.md](references/the-line.md) and is legal in the operator's jurisdiction
- [ ] Every factual claim about a competitor is true, current, and sourced
- [ ] The operator's real identity is visible wherever they're participating
- [ ] One play, one predicted number, seven days, one owner
- [ ] Cost per acquired customer measured, not estimated
- [ ] Winning play saturated before a new one is opened
- [ ] Nothing in the plan would embarrass the company if screenshotted in full