6. Second point of orientation: Marketing should compel action. Give email address to your organization Sign up online for monthly giving 40-year-old soccer mom Volunteer time to recruit others to our cuase 25-year-old activist WHAT WE WANT FROM THEM (What actions do we want them to take) WHO
15. Finding the Marketing Sweet Spot Your Org Is Good at It Important to Partner/Audience No One Else Does It/UVP Sources: BBMG and Jim Collins, Good to Great, Hedgehog Concept