this world that my child can then succeed in”; then there was the mom that might be the kind of working mom who feels guilty working, so they’re spoiling these kids because they want to connect with them. So you come up with these profiles. From these profiles, we then told a series of stories and scenarios. The way we structured these scenarios was to focus on different technological platforms. We had one mom that was all web, one mom who was all mobile smartphone, one mom who was all tablet, and then we actually used a grandmother who was kind of a spoiler; well, actually more of an indulger, who crossed all these streams. And we wrote scenarios of use. The grandmother one was actually, for the sake of this story, the one who ended up being the most interesting. We did talk to a couple of these grandma types. The grandma often doesn’t live near the grandchildren. Their children have moved away and have a family in another city, away from the grandparent. So, as we were writing this scenario, we have the grandparent in one city, the grandchildren in another city, and that was really interesting. Okay, what can we do about that? Well, we write this story that’s around Christmas. The grandparent wants to get the grandchild something for Christmas. The grandparent can’t be there when the grandchild opens the present. So as we’re writing this story, what we realize is, well, what if you open this present, here’s a short form URL you can easily type into a web browser and you can get a video message from your grandma. There she is, Christmas morning, even though she can’t really be there. And so, that all came out of a strategic endeavor, research analysis, scenario development, essentially product design and development, leading to this particular feature that the client loved. They fell all over themselves and built the technology to realize it because they thought it was so appropriate for them. The client has a very clear brand, a brand personality, and this hit right at the heart of who the client is as a business brand. So that’s a story of from research to delivered feature where I feel that we had quite a bit of success. You really want an understanding of what’s going on in the broader market. Now, that said, I think too often organizations look at what others are doing and feel they have to match that. But you don’t want to get caught in competition. Be at par. Parity is a red-ocean strategy; you’re just trying to line yourself up with everyone else there. You want to find that blue ocean. Now, I would argue that you wouldn’t want to find that blue ocean for the sake of finding the blue ocean. That is still being too cognizant of what your competition is doing. What you need to do is understand who you are as an organization, who you are as a