An ad in Writer's Digest magazine shows a scene in the woods, with a Marlboro Man type wearing a fringed buckskin jacket, cowboy hat and jeans. His attention is on some sort of device propped on a stump in front of him. The device is a $219 portable word processor that has been on the market since 1993. I remember considering it ages ago, then rejecting it because of everything it couldn't do. Take a look at the marketing copy accompanying this outdoor scene, though: "No matter where you find yourself, this ruggedly portable, full-size writing tool instantly connects you with your thoughts - and nothing else. No email interruptions. No web-surfing distractions. No game diversions. Just non-stop writing capability: up to 700 hours worth on 3 AA batteries." The ad's one-word headline sums up the product's weakness creatively transformed into a virtue: "Focus." Brilliant! List the weaknesses of your product or service, squelch the urge to apologize, and instead, conjure up a world in which the shortcomings help rather than hinder.