I have a friend who cares deeply – and I mean deeply – about college football. Despite graduating from a huge football school myself (War Eagle), I…do not. If you only have those facts, you may think we don’t have much in common on fall weekends. However, if you dig a little deeper, you find a shared value: we both love being outdoors. On many a weekend, you can find us sitting *outside* with the games on a big screen, enjoying the sun. Everyone’s happy. The key takeaway? If you try hard enough, you can find something in common with – a shared value – with your most important target audiences.

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