Experimenters place a monkey in a cage with a blue button and an orange button. The monkey's curious, like humans, and he starts pushing buttons at random. When he pushes blue button, he gets a peanut, and he likes that a lot. When he pushes orange button, he gets a spray of water in his face, and he doesn't like that.

So what does monkey do? He may test situation out a couple of times, but it doesn't take him long to shift from orange button to blue button, and to stick with it: Win-Stay, Lose-Shift.

It's very important in marketing to monitor cause and effect constantly, and to pay attention to results--to ROIM--returns on investment slash marketing.

Know what you do that wins, and stay with it. Know what you do that loses, and shift to something else.

The key to marketing success is to find your point of difference. You then need to be perceived as being first to offer that point of difference. Another option is to create a new product or service category that you can be first in.