This great shop that Faris has the chance to go to almost daily, sells goodies in a different way. They're called Unpackaged and I will let you discover what the way is (hint, hint, say no more)
Ben, it seems that your talk was not in vain!
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.