I just picked this up from Joel On Software:
"Recently I got inspired by Kathy Sierra, whose blog Creating Passionate Users and Head First series of books revolutionized developer education. She kept saying the same thing again and again: help your users be awesome.
Kathy taught me that if you can’t explain your mission in the form, “We help $TYPE_OF_PERSON be awesome at $THING,” you are not going to have passionate users. What’s your tagline? Can you fit it into that template?"
We help "type of person" be awesome at "thing". So simple but so right.
Something to think about.