For ten years, Marco had relied on foot traffic. His window display was gorgeous. His croissants were buttery planets of perfection. But now, the street was a ghost town. A new metro construction had blocked the sidewalk for six months.

He learned the lesson of the 1-Page Marketing Plan:

Marco was hemorrhaging money. He tried everything desperate: a billboard on the highway (cost: $2,000, result: three confused truckers), radio ads (cost: $5,000, result: his mother called to say she heard him), and flyers (cost: paper cuts and shame).