The hardest projects to describe are those that can be used in many ways. The reason being is that the products unique ability to be used in many ways - is also a marketers worst dream: different motivations for using it.It's hard to capture the full scope of these motivations. But not doing so, means talking in abstractions, technical terms, which may never lead to the user truly 'seeing' what the product can do for them.With this project we were in that zone. And it took a great use-case to really make a case and point from which we could build on what the product does.A perfect example of how important context is.