1) Listen to the podcast, How I Built This: Impossible Foods

https://www.npr.org/2020/04/22/841269281/impossible-foods-pat-brownLinks to an external site.

Then answer these questions:

1) Identify each of the elements of the marketing mix (the 4 as they apply to the podcast--so what is the actual product, how did Pat Brown decide (initially) to distribute it, promote it, etc

2) Pat Brown places a big emphasis on failure. How important do you think failure as a factor in successful innovation? If not, why not and provide 2 sources that support your argument. If yes, then why? And, please provide 2 sources that support your argument

3) What metrics did you hear Pat Brown describe in the interview? Are there other metrics you think should have been used that you didn't hear? What would these be-and why would you choose them?

4) Pat discussed the pushback/opposition to his product:

• Is the competition/industry trade groups behaving in an ethical/fair manner? Why or why not? Cite sources to support your argument?
• What about consumer groups-do you feel they have reasonable concerns about this product? Why or why not? cite sources to support your argument(s)
• How does entrepreneurial marketing -and marketing in general-work to alleviate these concerns? Cite your sources

5) Would you have accepted the offer from Google? Why or Why not? If not-then use the questions below to justify your answer. But if yes..then the same exercise applies...

Can you think of a suitable acquirer/strategic partner for Impossible Foods?

• Name the company--and explain why they would be a good fit. Explain using this context and be specific about:
  • The respective personas of Impossible foods and the potential partner/acquiring company
  • What is the "Customer Job to Be Done?"

Cite relevant sources for all of your answers.