(Think about a lighthouse strategy like this. You own, say, a painting company. You want to attract customers, so you start contracts out with families. One of those families is bound to know someone who owns a larger corporation, or maybe they even own their own company. The hope is, by doing a good enough job through innovation and philanthropy, you are able to demonstrate the value of your company to attract other clients, companies, or in the case of the market, investors. If all goes well, different clients will catch wind about the great output you provide, along with customer satisfaction, and now a sea of new clients are docking at the shores of your company. By positioning yourself amongst the eyes of other sailors, or organizations, you will begin to establish frequent customers, or visitors, who wish to learn more or do business with you. In the case of C3: 3M, Royal Dutch Shell, and the US Airforce all anchored down at the C3 lighthouse.)