As a marketing professor, I often found myself scouring publications, stores, and my cabinets prior to a lecture, to find examples of the concepts in the hopes of bringing these topics to life. Although students seemed to appreciate and learn from these examples, it did create more work for me. Also, since I belong to a different age cohort, I often brought examples that my students would not select. I modified my technique and now require students to read the chapter and bring in an example themselves, before I lecture on the material.