1. Sticky Message:
'you've heard the saying, it takes money to make money' (ie investing in R&D, marketing, sales, venture capital, etc). 

The challenge: can you think of scenarios where you sell more product by spending less?

or

Can you think of examples where you grow revenue by increasing margin. 

Example I thought of is President's choice

Loblaws, created President's choice brand

The buyers scoured the world for the best (R&D, supplier management, etc). These were turned into stories (marketing). Loblaws spent less on R&D, Marketing, Sales, by having the buyer do those functions. 
For example, we scoured the whole world looking for the best (fill in blank). We found a little farm in the south of France that makes the best (fill in blank). 
The R&D turns into the marketing story

Noname high margin low price President's Choice brand and sales go up. Seems like intro of a new product can bolster the whole portfolio (newsletter, blue menu, etc)