I had the opportunity to speak with 100 marketing students at a prestigious Chicago university this week. I asked them if they knew what the W.A.V. was and one student sheepishly raised his hand to share that the wave was something the crowd did at a sporting event. He gave me the perfect opening to explain that the W.A.V. represented wording, attitude and voice which are used strategically in marketing and sales efforts. My objective was to show them that their personal W.A.V. would affect their future. The students had 3 specific “ah hah”
