Some common sense from the digital side
"It’s a ‘copy and paste’ world. You are legally required to act like a magpie. You have a god-given duty to plunder the Web for what works and to remix, recombine and reinvent it to be better. I’ve been amazed and horrified recently to hear above-the-line creatives say things like, “Let’s try and create the new Facebook…” or “Maybe we can come up with the next ’social networking’”. Yeah - big ask. Good luck. This relates to Ben’s point 8, “Not invented here…” In our opinion, you should try to use as much as possible of what’s already out there and built, and try to create as little as possible yourself."
from here and here via JohnnyV
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.