Beyond Sponsorship

2. Understand your assets and develop a value proposition.

Assets can be broken down into three subcategories: things you have (physical assets; location/space; distribution/sales network; brand reputation; patent; access to desired resource; and membership); things you do (continuously innovate; manage information; produce low-cost goods; sustain privileged assets); and things you know (understanding of specific issues; process expertise; market expertise; people/key decision makers).