The Problem: Products with multi-uses are hard to capture in their essence. Features only tell a part of the story because of the many applications they can have - all of which serve different benefits/user groups. From the get-go, the team got to brainstorming the 'what if' type of scenarios.The Approach: Let's make it relevant by proposing real, complex, and hard to answer questions. Again, show it in action - what's the unique selling point? Being able to answer hard tax planning questions, so let's show it doing exactly that. In the end, this ended up an exciting video on a subject that many people would rather avoid.