Time and scene: late afternoon three months ago in a small conference room deep in the bowels of athletic department offices. Around a table meant for four sit seven staffers made up of junior and mid-level marketing and pr people, including one intern. The walls and white board covered with the results of multiple brainstorms for the new mens bball slogan that CCC has requested through Jim Phillips.
Stunningly beautiful intern who hasn't spoken two words since she started, hates the job and wants to meet up with her friends for dinner at Bat 17: "Um, I need to go meet my calculus study group to prep for a test we have tomorrow."
Geeky marketing manager, six months on the job and tasked with developing the slogan: "This is incredibly important, maybe the most important thing we've ever been asked to do in our lives. What time is your calc group scheduled to meet?"
Stunningly beautiful intern: "The time is now."
(Four staffers with bleachers tickets to that night's Cubs game immediately emote awed/pleased/affirmative reactions)