Your marketing strategy should revolve around a single, compelling "big idea" that directly connects to the core solution your product or service offers. To shape your theme and positioning, focus on your target audience: What is their most significant challenge or pressing concern? How does your program provide the solution they need? These insights will guide the development of your theme and messaging. The success of your program depends on how effectively your "big idea" addresses the problem your audience is eager to solve when they choose to invest in your program.