I *love* this item! Great tips to live and write by from start to finish. Particularly the stuff about avoiding cliches and unneccesarily complex sentences. Because at the end of the day, what it really boils down to is thinking out-of-the-box about how to create a best-of-breed solution that leverages your disintermediated content assets in front of more recontextualized eyeballs and incentivized end-users.