The organizational challenge is to communicate the right rewards to Brand U’s so they maintain and update skills that reinforce the organizational strategy. A new agreement is thus established between the Brand U organization and the Brand U worker. The Brand U organization communicates its present and future work requirements and offers Brand U’s the opportunity to update their skills. If skills add very high value or if the market supply is low, then Brand Us are offered substantial incentives or Brand U’s can sell our knowledge to the highest bidder.