Frank Ricketts' Blog

Further to my previous post regarding the LCBO's banning of the skull shaped vodka bottle here is their reply:

Dear Mr. Ricketts,

Thank you for your feedback regarding Dan Akroyd’s Crystal Head Vodka. We appreciate your opinion and have shared your message with appropriate departments.
The following provides a little more information regarding our decision, along with an option for you to purchase this product in Ontario.
More on why we won’t sell this product in our stores:
The LCBO’s decision not to offer Crystal Head Vodka in our stores was not taken lightly, and is in keeping with our guidelines for product packaging. We recognize that beverage alcohol packaging these days is sometimes meant to be provocative for marketing reasons. However, the image of a human skull was problematic for us as a responsible retailer as it is an image commonly associated in many cultures with death or the risk of death by poisoning. This was especially problematic at a time when there is a growing concern among parents and responsible drinking advocacy groups about the prevalence of binge drinking by younger adults which in some cases leads to alcohol poisoning. We also were concerned with how this imagery would affect those who have lost family and friends due to drunk driving.
If a product’s packaging was sexually exploitive, demeaning, or connoted violence in some way that would likewise not fit with our image as a responsible retailer – it would be off-brand for us, just as other companies may choose not to endorse products or images that they feel are off-brand for them. In fact, we recently opted not to buy a vodka in an AK 47-shaped bottle because of the connotation of violence. Similarly, packaging that might appeal to kids would be a concern.
Purchasing Crystal Head Vodka via Private Ordering service:
We have a good relationship with Dan Aykroyd and have worked with him on numerous occasions to promote his Ontario wines and Patron Tequila. It’s been a good partnership but the skull head just didn’t fit in with the image we like to promote for beverage alcohol. While we do not offer Crystal Head Vodka in our stores, customers and licensees can obtain it through our private ordering service.
Thank you for your email.

Janie Dupont
Information Officer, Contact Centre, LCBO
1 Yonge Street, 11th Floor, Toronto, Ontario M5E 1E5
T: (416) 365-5900 F: (416) 864-2596

www.lcbo.com

www.vintages.com

Please discover and serve our products responsibly.

Standard bureaucratic verbiage with no real insights or reasons.

LCBO Bans Skull Shaped Vodka Bottle

To The LCBO and their recent ban on a vodka bottle because it's shaped like a skull:

Are you guys insane? What right winged religious nut in your organization came up with this one?  If you follow the thought to its logical conclusion you shouldn't even sell liquor as it leads to a shorter life.So maybe you should ban yourselves.

Did anyone do any research or did the government just cave, as it usually does, to some lone whiner.

"There is a definite seriousness to the human skull bound by mortality -- death’s head has long been the mark we associate with secret societies, toxic substances and black-flagged pirate ships serving most commonly as a warning to those who fear putting their lives at risk. Dangerous and horrific, this image certainly doesn’t seem like an obvious icon for fashionable living. which is why it’s surprising that not only does this mark turn up on this days tattoos, t-shirts, trucker hats, but also must-have designer toys, so what’s the deal? Is the human skull still the same signifier it once was, from ancient iconography to its appearance alongside a history of alienated youth culture - or is it placed in the running for some kind of image makeover?"  Source - http://bit.ly/9h8AsP

Shall we then ban the wearing of skulls on t-shirts, tattoos, etc so that these fundamentalist idiots not be offended?  how far does the censorship need to go to satisfy your (LCBO) new masters?

From Wikipedia: (which also includes references to death as well as these)

The skull that is often engraved or carved on the head of early New England tombstones might be merely a symbol of mortality, but the skull is also often backed by an angelic pair of wings lofting mortality beyond its own death.

One of the best-known examples of skull symbolism occurs in Shakespeare's Hamlet, where the title character recognizes the skull of an old friend: "Alas, poor Yorick! I knew him, Horatio; a fellow of infinite jest. . ." Hamlet is inspired to utter a bitter soliloquy of despair and rough ironic humor.

The emblem of the skull cannot be assumed to be a mere symbol of Death. The skull is placed significantly on the writing desk of Saint Jerome in Albrecht Dürer's woodcut. Not truly a Memento mori, the skull's huge empty eye-sockets contrast with Jerome's downcast eyes in one of the best evocations of the interior vision of contemplation, perhaps focused on Eternity, ever realized in Western art^.

Next to the Magdalene's dressing-mirror, in a convention of Baroque painting, the Skull has quite different connotations and reminds the viewer that the Magdalene has become a symbol for repentance.

When the skull is represented in Nazi SS insignia, the death's-head (Totenkopf) deals with the fear of death, but when tattooed on the forearm its apotropaic power helps an outlaw biker cheat death. 

But it is not the same emblem when it flies high above the poop deck as the Jolly Roger: there the pirate death's-head epitomizes the pirates'  challenging (of) the natural order of things.

Or is it that someone at the LCBO just doesn't like Dan Ackroyd?

hey Ontario - if you want a bottle let me know...

Canada finally won the gold on 'home soil'. Apparently this was the most important thing in the canadian universe. So now can the media shut up, stop talking about that and, in fact, stop saying that gold is the only things we should expect from these young men and women and take pride that our small country does very well. This given that we contribute virtually nothing to help the athletes train for their chosen sport.

I am so sick of wizened old hacks like Brain Williams pretending that they give a damn about these kids when they show their personal disappointment in them if they don't win and when they should be concentrating on providing good non-repetitive content during their coverage.

CTV is starting to look like the CBC.

Canada finally won the gold on 'home soil'. Apparently this was the most important thing in the Canadian universe according to the media. So now can the media shut up, stop talking about that and, in fact, stop saying that gold is the only things we should expect from these young men and women and take pride that our small country does very well. This given that we contribute virtually nothing to help the athletes train for their chosen sport.

I am so sick of wizened old hacks like Brain Williams pretending that they give a damn about these kids when they show their personal disappointment in them if they don't win and when they should be concentrating on providing good non-repetitive content during their coverage.  

CTV is starting to look like the CBC.

Composed While Talking to Roger's Contact Centre

I had occasion  to call Rogers to get a replacement outdoor modem on July 6th.  This is the email I sent to them. Composed while I was on various types of HOLD.

Dear Rogers Internet Service Department:

I called today to get an outdoor modem on [July 6]. Mine was burned out because of an electrical storm.

Firstly there was not an option for this off the top menu.  Then I went through three separate people, none of whom could help me and so I was transferred and had to wait again, one time being sent to the business centre for no apparent reason.  I am actually still on the phone as I write this .......going on 45 minutes.  Generally you guys are pretty good; today you really screwed the pooch.
I tried to find an outdoor modem on your website but could not.

Wait the sales guy just came on and said he wasn't allowed to sell me a new modem and transferred me to tech support and said to ask for a replacement.

The tech guy just told me that he couldn’t order a replacement that was the sales department’s job.  He's gone to talk to a supervisor.

Does this feel like a Monty Python skit to anyone yet?

BTW - I am now into 50+ minutes and my 5th agent!

Okay. I just got transferred to the Portable Internet department - you would have thought that this would have happened before. When I told the agent I was almost an hour into the call she blamed your systems being wonky today.

Still holding, in case you're interested.......................................................................

(fyi - I bill out at $180 an hour as a marketing consultant - it would be nice if you deducted this from my bill.)

Still holding......... 65 minutes....

Oh - she came back on the line and said she is still trying to order the part for me - is there a secret process for ordering off the shelf parts?  Please let me know so I can educate the agent should I ever call again.

My cell number is 902 471 9232. I offer this because I am bored and can't think of anything else to write...............................................

Suggestion: change your voice operated system to one that offers choice whereby one presses a number for the particular service and then gets immediately to the right department.  This stating your problem verbally does not work...

69 minutes......................

Do you know the number for Bell Aliant?

Just got switched back to tech support for some reason.  And he actually stated that he did not know why I would be switched to him.  So back on hold  ...75 minutes ... He verified that my warranty was up on the one I had.  I never mentioned warranty.  I just want a new modem.
Now I’m being transferred back to customer service - where I started I think but it's all a bit fuzzy.

Don't have a cold beer there do you, I'm also thirsty.

Oh, just an observation - your 'on ignore' music is way too loud.  On the bright side I have the entire reel memorized and now can hum along.

Is there and 'On Hold' contest because I want to be entered?

Now I’m told that customer service is going to see if it's possible to add a modem to my account, without creating a new account - huh?  It's a spare part.

If my cell phone breaks, do you need to set up a new account to get me a new phone?

If my Rogers cable box goes out do you need to set up a new account to get me another?

Oh, agent just came back on - they are running a simulation to see if they can get me a modem.  I hope I don't end up with a simulated modem - it's sort of what I have now.

82 minutes........

Stop apologizing and get my modem sent please. (Sorry, thinking out loud.)

Oh and sorry for the upper case - the caps lock was on so I didn't change it except for that one time and then hit it again.
(Blog Note: I changed from UC for the benefit of you, the reader.)

Agent just came back on - she (I think this is my 9th agent) said she was trying to find out how to send me the part.  I suggested she call the warehouse and have one couriered and then charge it to my account but apparently that is not possible - too logical I guess.

Background music is gone - I presume the machine broke and someone is called the music machine people to get a new one and is likely on hold.  I'm told you can't get a new music machine without getting a new account.

Wait - I just got transferred back to tech support who are telling me they don't know why customer service can't help.  But this agent is going to 'tier 2' support - sounds impressive.  Maybe now I’ll get some answers.  Got to love those tier 2 guys....

90 minutes - a new record. What's my prize?

I have Eastlink on hold on line two - not for any reason I just want to get back at someone. 
La, la, la......

Is there a limit to the length of these emails?

By the way at each transfer I was asked for the same information - "for security purposes". 

Music is back on - probably just had to rewind the CD.

Back to customer service and lo and behold she is actually doing the order.  This girl must own the company to have such power.  Waiting, chewing my nails, will it really happen?  The suspense is killing me.

She's humming a happy tune - is that to calm me or to cover up the fact that I may have to be transferred again?

She asking that I bear with her due to system issues??????

101 minutes and holding.....

She's having problems.  Wait I think that the Internet just became obsolete so I may not need the modem.  I knew it was just a fad.  But everyone is working so hard I’ll hang in so the agents will feel needed...

If someone sends me the names of the 12 or so people I’ve spoken to I’ll invite them to my Facebook page.  We've come to know each other so well.

Weird clicking and clacking noises coming over the line - sounds like the agent is pounding the keyboard out of frustration herself.  Good to know I have company.

Need another beer.

Must make an appointment with the chiropractor to help alleviate this weird pain in my shoulder and ear.

Giving her the address now, looks like it's going through. God I’m so excited - no.  The system won't accept it for 'some' reason. (Maybe it wants to give me a new account) so she's gone to see her supervisor to get an override - is this Wal-Mart?

My co-workers think I’m having an affair - 1 hour 53 minutes.  Do I get a plaque or trophy?

No music - thank you.  My ear hurts - does Rogers sell headsets?  I'll call customer service to find out.

My mother used to put me on hold and I went through 6 years of therapy to get over it.  Looks like I’ll be back in.

[2 hours - that's $360 in lost billable hours for a $249 modem - hardly seems fair.]

I think I’ll post this letter to my blog - might be worth a chuckle to someone.

She’s baaaaaaack and the order is gone through. Now we'll wait and see.

Thanks for your attention.

I am hanging up now.

Frank

Keeping Secrets

Came across this post about keeping information confidential :  http://is.gd/zud2

It made me think about how casually we discuss our business, thinking that no one is listening.  In Atlantic Canada, I suspect, this happens with  even more frequency than in  other jurisdictions because we feel that people are more trustworthy. The author makes a good point but it can be extended further.  Not only should we always be vigilant about letting our company information out in public but, working in an ad agency, I have to be doubly vigilant about letting our clients information out.

A strategy overheard and given to a competitor could have disastrous consequences. 

A word about how a certain client is a #$%^ can easily be transmitted back to them.

A picture posted on Facebook of you at a Friday night bash could - you know.

Information is sacred but in this age of 'sharing' and open conversations about everything we do, we have to be more vigilant.  A friend once said: Don't put anything in an email, or post a picture or say out loud anything that you wouldn't present in a job interview.

We freely give sites like Facebook and Twitter a lot of information.  Maybe not all of it on one site,  but, if someone is vigilant enough they can not only get a full profile of us from several SM sites we subscribe to, but can get a sharp picture of our business and our clients.

Don't get me wrong - I am a big proponent and user of Social Media.  My caution is that you have to remember you are not in your living room having a drink with friends when you use the channel(s).

Trademark Guide

I came across this article about trademarks and thought is worthwhile to post it.  There is a service called NUANS (Newly Upgraded Automated Name Search) and you can use it to get a very inexpensive preliminary search for a new trade name  or trade mark you might want to use.

 I came across this company when searching for a product name for a client:
The Business Development Centre   http://www.bdc-canada.com/BDC/index.html  
and for $10 you can get a preliminary search and for $39 a little more exhaustive one.  then they can take you right through to full registration.  There are other services available but this one seemed to me to be very thorough - and they provide the following article about the subject.

Guide to Canadian Trademarks
Part 1

Your identity in the marketplace

Success in the business world depends largely on the message you convey and the image you project. This was the case 50 years ago and is even more true in the competitive global marketplace of today. You may have an excellent product or service to offer, but if people can't pick you out easily in the crowd, you'll probably be overlooked in favour of a firm with a stronger presence.
It's no coincidence that certain brand names that dominated the North American market in the 1920s still are leaders today. The public gravitates towards familiar names and symbols that have become associated with quality and reliability. That's why companies spend millions of dollars nurturing their corporate images. They may research, design, market and protect a name, logo or package design as much as the physical product itself.
A key way of protecting your corporate identity is through a registered trade-mark. Registration of your trade-mark is legal title to intellectual property in much the same way as a deed is title to a piece of real estate. It verifies the exclusive right you have established through use of a word, symbol, style or combination of these (a more complete definition follows under the heading What is a trade-mark?). Whether you are just starting out on a business venture or have been in the field for a long time, it pays to know about trade-marks. It's part of working strategically in a fast-paced world.

Purpose of this guide

In this guide we will look at what trade-marks are, how they can benefit you and how to register one. With a basic knowledge of the trade-mark concept and process, you can take steps to protect your intellectual property and avoid infringing the rights of others. This may help you steer clear of costly and time-consuming legal battles. Keep in mind that this booklet offers general information only and does not cover all the complex issues that may arise through the registration process. This guide is not a substitute for an experienced trade-mark agent, nor does it provide authoritative definitions and explanations, for which the reader is referred to the Trade-marks Act, the Trade-marks Regulations (1996) and decisions of the Trademarks Opposition Board and the courts. However, even if you are hiring a trade-mark agent, this guide can help you become a well-informed client. Consult the Act, the Trademarks Office or a trade-mark agent for more detailed information.

The Trade-marks Office

The federal agency responsible for registering trade-marks in Canada is the Trade-marks Office, directed by the Registrar of Trade-marks. The Trade-marks Office is part of a larger agency called the Canadian Intellectual Property Office (CIPO), which is part of Industry Canada. CIPO is responsible for other forms of intellectual property as well, namely patents, copyrights, industrial designs and integrated circuit topographies.

The main functions of the Trade-marks Office are to:
    * receive and examine applications for trade-mark registration and grant registrations to qualifying applicants;
    * record and index trade-marks;
    * approve and record assignments of trademarks;
    * maintain an electronic inventory of trademark registrations and pending marks and a search room of these records for public use;
    * provide general information to the public about the trade-mark registration process;
    * publish the Trade-marks Journal; and
    * maintain a list of trade-mark agents.

What is a trade-mark?

A trade-mark is a word, a symbol, a design (or a combination of these features), used to distinguish the wares or services of one person or organization from those of others in the marketplace. Trade-marks come to represent not only actual wares and services, but the reputation of the producer. As such, they are considered valuable intellectual property. A registered trademark can be protected through legal proceedings from misuse and imitation.

There are three basic categories of trade-marks:

1. Ordinary marks are words or symbols (or a combination of these features), that distinguish the wares or services of a specific firm or individual. Suppose you opened a courier business which you called "Giddy-up." You could register the words as a trade-mark (assuming all legal requirements were met) for the service you offer.
2. Certification marks identify wares or services which meet a defined standard. They are owned by one person but licensed to others to identify wares or services which meet a defined standard. Examples are: the Woolmark design owned by Woolmark Americas, Ltd., for use on clothing and other wares and the logo of the Association of Professional Engineers.
3. Distinguishing guise identifies the shaping of wares or their containers, or is a mode of wrapping or packaging wares. If you manufactured candy moulded to look like butterflies, you might want to register the butterfly shape as a trademark under "distinguishing guise."

Other forms of intellectual property

People occasionally confuse trade-marks with copyright, industrial designs, patents and integrated circuit topographies. These are rights granted for intellectual creativity and are also forms of intellectual property. However:
    * patents cover new inventions (process, machine, manufacture, composition of matter), or any new and useful improvement of an existing invention;
    * copyrights provide protection for literary, artistic, dramatic or musical works (including computer programs), and three other subject-matter known as: performance, sound recording and communication signal;
    * industrial designs are the visual features of shape, configuration, pattern or ornament (or any combination of these features), applied to a finished article of manufacture;
    * integrated circuit topographies refer to the three-dimensional configuration of the electronic circuits embodied in integrated circuit products or layout designs.

Trade name vs. trade-mark

A trade name is the name under which you conduct your business, whether it be your own name, or the name of a corporation or a partnership or a name adopted for a segment of that business, i.e., a division of a company. The trade name can be registered under the Trademarks Act only if it is also used as a trade-mark, that is, used to identify wares or services. For instance, let's say you own an ice cream business and your company is called A.B.C. Ltd.:
Example 1: People know your ice cream under the name A.B.C., because you use it as a trademark on or in association with your ice cream. You can, therefore, register A.B.C. as a trademark.
Example 2: People know your ice cream under the word you have promoted–for example, "Northpole." Even though the official name of your company is A.B.C. Ltd., no one associates it with your wares. Therefore, A.B.C. cannot be considered a trade-mark unless you begin to use it as one.
In certain circumstances, a trade-mark registration may be declared invalid because of the prior use in Canada of a trade name which is similar to the registered mark. Ideally, you should conduct a search of existing trade names before filing a trade-mark application. To do this, you can consult a variety of sources, including the NUANS database. A search of trade names or company names appearing in telephone directories from cities across Canada is also appropriate. To ensure a thorough search, it is best to hire a trade-mark agent to do the job. Business Development Centre also offers trademark searches as part of the trademark registration process.

Registered trade-mark vs. unregistered trademark

A registered trade-mark is one that is entered on the Trade-marks Register. You are not required to register your trade-mark–using a mark for a certain length of time can establish your ownership through Common Law–but it is highly recommended.
You must, however, apply for registration of a mark for precious metals. Your filing receipt is necessary if your goods must pass through customs.
Registration of your trade-mark gives you the exclusive right to use the mark across Canada for 15 years, renewable every 15 years thereafter. If you wish to apply for a trade-mark in other countries, you must apply to the country in which you seek registration.
Registration is prima facie evidence of your ownership. In a dispute, the registered owner does not have to prove ownership; the onus is on the challenger. Use of an unregistered trade-mark can lead to a lengthy, expensive legal dispute over who has the right to use it.
Keep in mind also that a registered trade-mark is a valuable asset for business expansion through licensing franchises. Note as well that if you fail to use the mark for an extended period, your registration may be cancelled.

Consider this scenario: For the past five years you've been operating a highly successful ice cream emporium under the word "Northpole" in your home town in Nova Scotia. You've never heard of another Northpole and you have never bothered with trade-mark registration. Meanwhile, an Ontario firm has registered the trade-mark "Northpole" to identify its growing chain of spaghetti diners and home brand tomato sauce. While conducting research for a Maritime expansion plan, the Ontario firm discovers your store and serves you with a lawsuit. Depending on the facts established with the Court, this may result in a court order preventing you from using the word "Northpole." This development couldn't come at a worse time, since you were just planning to expand your own business. The situation could have been avoided if you had solidified your clear rights to the trade-mark through registration.

Who can register a trade-mark?

Companies, individuals, partnerships, trade unions and lawful associations may obtain registration of their marks of identification for wares or services, provided they meet the requirements of the Trade-marks Act and Regulations.

How do I register my trade-mark?

You can register a trade-mark by filing an application for registration with the Trade-marks Office in Gatineau, Quebec. Your application then goes through a stringent examination process to make sure that it meets all requirements of the Trade-marks Act. Keep in mind that in most instances your trade-mark must be used in Canada before it can be registered. While your application may be based on "proposed use," you must put your trade-mark into use before registration can occur. In the following sections, we will outline the steps towards registration.

For what it's worth.

Re-Setting values

 I received this note from a friend and thought I'd pass it on.  Some good lessons here>>

Maybe the current stormy economic turn down might turn out to be good medicine or good lessons after all for all of us? What ever happened to family values or waiting to purchase something when you had the money instead of placing it on credit? I'm not talking about purchasing a home or a car, I'm talking about all the things that we purchase that we felt or believed that we must have in order to be happy. Think about it ..were you really all that must happier when you got that new whatever? As bad as the current economic crisis is, it gives us a chance to reset or reboot our values and make long-ignored changes in our lives.

We have been living is a era of uncontrolled consumerism and financial excess. We saw our friends with something new and then we needed to have it also just to stay up with them. Why save money when we could just borrow it or put in on our credit cards. Why hang onto clothes and other material things when we could just go to the store and buy new ones? Well folks the world has changed and in my opinion just got healthier. I guess that I might sound like I've just gone crazy?

Yep..but crazy happier. Why? Because people are starting to think about what's important again. Family values are coming back and bringing a silver lining with it. Starting to think and act fresh again.

So even with all the loss of jobs and savings that have taken place and much more to continue to happen, there's been thousands of conversations in boardrooms, bedrooms and family rooms about how to save, conserve and prioritize. We are finding new ways of making the best of bad times. We are taking a new and fresh look at how we live and how we work. Parents will start to say "no" more often to their children and reinstate the rule of authority instead of entitlement.
Maybe we will spend more time at home and less time in restaurants? Maybe we start to live within our means and cut up those thirsty credit cards?

Maybe we will take more walks and dance more often. Maybe we have seen the last of greed and irresponsibility from those Pied Peeper leaders that we placed our trust in? I know that I'm thinking this way. It hasn't changed my entrepreneurial ways or work practices. In fact I think that I'm even more motivated and spirited to do more things better. I just think that the values re-set button on what's important has been pushed.

5 Ways to Attract New Business

Much is being written about how agencies (Advertising Agencies) need to change to attract new business.  It  seems that everyone who has ever worked in one has written about it.  But all this How To and Do This advice constantly falls short of what I think is the issue -

Do we understand the business we are in and what our client need - not want.  I am going to list the 5 things we have to do or questions we have to answer, regardless of the state of the economy, to get that new company to hire us or to get the current client to stay - in my humble opinion.

1.Would you buy the product your prospective client is selling?  If the answer is no move on.

2. When going after that piece of new business demonstrate that you know as much or more about the prospect's business than he or she does.  They will assume you know something about marketing - but won't assume you know anything about marketing their business. Going in with a thorough knowledge of what they have done regarding marketing in the past, the current market conditions as they relate to their products and some key insights will get their attention.

3. Would you give up a Saturday with your family to go to a sales conference with the prospective client and meet the team and some of the customers they are trying to sell to.

4. If you get to the pitch take in 2 (maybe 3) people max. A huge 'team dedicated to the 'client's success' simply means huge costs in the  client's mind. Taking in people who are senior enough to make commitments and experienced enough to get the work done is sufficient.  (Maybe a third person to run the 20 [max] slides you have to show.)

5. Rehearse every pitch/presentation to the point that it looks as if you're making it up as you go.  If you look like street smarts come naturally the client won't care if you slip up a time or two.  They will only remember how smart you are.

6. DON'T EVER LIE.

Okay so I lied - there are 6 things.

If i had a Hammer...

I came across this little notion from Hugh MacLeod's blog.  And while it wasn't his purpose to apply this to ad agencies there is a parallel.

because you can't live in a hammer

Blogs are like hammers. They are tools for building stuff.

When you talk about building a house with a carpenter, you don't mind him talking about his hammer for a while. Nobody minds indulging a craftsman, within reason.

"This hammer is great for this," he'll gush. "This hammer is great for that..."

So you think yes, hammers are good things, and indeed his hammer looks like a particularly fine example.

But eventualy you're going to interrupt his joyous ode to hammers. After a couple of minutes you're going to abruptly change the subject:

"Cool. Now let's talk about the ACTUAL HOUSE you're going to build for me..."

And if the carpenter is any good, he won't have any problem with that.

Posted by Hugh Macleod at March 1, 2006

We agency types always want to talk about ourselves - how good we are at that, the way we solved this problem, etc.  In short, we  will talk about our hammers all day long. 

The secret is for us to shut up and listen to what the client is saying about his/her problem.  then apply our whole toolbox to the solution.