One of University of Chicago Booth School of Business’sprimary recruiting vehicles, the viewbooks are distributed to prospective MBAstudents who attend admissions events or who request more information throughother forms of contact with the school (phone, email, web, post, etc.). Interms of our marketing model, the viewbook audience seeks a level ofdifferential value. They are aware of the brand, but need to be acquainted withits attributes and personality. We make this introduction by describing theschool's culture and defining the outcomes of the Booth MBA experience in the areas of "Mind," "Life," "Leadership," and "Impact."