This text provides dozens of superb examples of the finished product, including documents from such well-know companies as Krispy Kreme Doughnuts, Ace Hardware, Target, Office Depot, Petsmart, and Carnival Cruise Lines, to name just a few. Many documents are accompanied by a graphic decsribing how the three-step process is applied, and all include annotations in the margins that discuss precisely how to apply the principles presented in the text.