I came across this article and found it extremely fascinating.  Both to our world of marketing as well as life in general.  http://www.inc.com/magazine/20100901/serial-entrepreneurs-share-their-words-of-wisdom.html.  of particular interest to our company is the 2nd statement about building the ad before building the product.  I find that an especially novel way of thinking.  If you could build the perfect ad with all the right features and benefits as well as all the right call to actions, headline, etc… then you’d most likely have the perfect product.  In so many cases in the ad agency world we are brought a finished product and then asked to develop a campaign around the final product.  But, if we all had the ability to take some time upfront and create the “ad” then maybe the product (solution) would actually meet the expectations the ads are creating.