Hi George,&nbsp;<br /><br />This one of many marketing assignments.&nbsp;<br /><br />Thank you for making my horrible last assignment readable. :) This time, I tried my best to look more presentable.&nbsp;<br /><br />This assignment is to write 1. What is the "big idea" 2. how i might be able to apply in practice 3. my thoughts and reflection for the below article.&nbsp;<br /><br />You dont have to read it at all. I know it is not in your service description. If you see it as an interesting article (you might have already read it though), you can read it.&nbsp;<br /><br />Here is the link for the article. &nbsp;<br /><br />http://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/the-perils-of-bad-strategy<br /><br />Best regards,&nbsp;<br /><br />Julie