Summary

This article demonstrates the power of fame and how it can impact a business venture.

Getting Started

Appropriate Subject Area(s):

Marketing, entrepreneurship, target market

Key Questions to Explore:

  • How can fame impact the success of a business?
Learning Activity

Introduction to lesson and task:

Using a matrix to help analyze the article will provide students with a tool they can use to analyze other situations/opportunities/articles they come across.

Action (lesson plan and task):

  • Ask the class what they know about LeBron James.
  • Distribute the article for reading.
  • In pairs, have students brainstorm the challenges and opportunities faced by LeBron and Uninterrupted.
  • invite students to categorize the challenges and opportunities for Uninterrupted using the following categories: Simple and easy, complicated, complex and chaotic. You can define these categories as follows:
    • Simple and easy: challenge can be easily resolved or an opportunity can be easy to take advantage of
    • Complicated: an expert may be required to resolve the challenge or shape the opportunity with a high degree of predictability
    • Complex: the challenge or opportunity have several ways to move forward, but it is unpredictable what the outcome will be
    • Chaotic: there is no path because things are changing too rapidly
  • Combine groups and have students discuss the impact of LeBron’s fame on the ability of Uninterrupted to solve the challenges and seize the opportunities
  • Have students write a one-minute paper on their understanding of what LeBron brings to the venture. Why is this important?

Consolidation of Learning

  • Uninterrupted is characterized as a media business. What are the characteristics that make it a media business?  Using a T chart, have students compare the characteristics of Uninterrupted to a traditional media business.
Success

Success Criteria:

  • Students understand why fame can lead to business success.

Confirming Activity:

In small groups, have students answer the following questions:

  • How will the business be sustained over time?
  • Did the Raptors’ championship have an impact on the success of Uninterrupted in Canada?
  • Why are audiences attracted to this?