Guerrilla Marketing, Jay Conrad Levinson

One day, this bookstore owner came to work to see that the competitor on his right had unfurled a huge banner: "Monster Anniversary Sale! Prices slashed 50%!" THe banner was larger than his entire storefront. Worse yet, the competitor to the left of his store had unveiled an even larger banner: "Gigantic Clearance Sale! Prices reduced by 60%!" Again, the banner dwarfed his storefront. What was the owner of the little bookstore in the middle to do? Being a guerrilla marketer, he created his own banner and hung it out front, simply saying "Main Entrance".

Just a little story I happen to love mentioned in the first chapter.