1. Identify a successful organization.
2. Reflect on how this organization has succeeded thanks to effective use of marketing.
   • What customers does it serve? Why are they a good fit for the organization's resources/capabilities?
   • How does the organization create value for these customers? (What needs does it satisfy? How does it make their life/situation better?) Share examples of products/services that exemplify this.
   • How does the organization communicate this value to customers? (What are the key messages? How does it tell the story in a compelling way? What media/tactics does it use?