Businesses often struggle to find something different to say about their products. We all too often talk about what we do or what we make. Instead we should focus on what we offer, how we offer it, and how this benefits our customers. In our increasingly search-driven society we need to find our key words. Our memories are now becoming reduced to hyperlinks to keywords and phrases used to search the Internet. It's a new kind of shorthand that consumers will use to seek out our brands. And it's a new way for us to drill down to those core elements that distinguish our brands from the competition.