I went through a consultative re-branding at the previous employer, and the creative process involved is draining – but just start with lots of keywords – the sentences naturally form from there. I recall questions like “What kind of towel/bus ride/shampoo/etc would your company be” as a catalyst for keyword generation.

Day job elevator pitch my version “I work for the people that run Homeland Security in the US” coupled with “and we provide geospatial information systems to over 60 countries around the world. In NZ we service and support nationwide critical communications infrastructure”
Marketing one has a few too many long words.
http://www.intergraph.com/about_us

Other jobs have shorter ones. “we utilise technology connect physical and network communities” “provide content delivery systems”
and
“run a nationwide digital short movie competition for schools and hobbyist movie-makers, to spark the creativity innate in every NZder”
and for UP our vision is to
“Inspire and connect young, and young at heart, like-minded individuals associated with the Information and Communications Technology industry to recognise their potential and take action.”

I propose it comes not when in front of your computer screen, but most likely when you’re dis-engaged and/or breathing fresh air.

Strings, re: Shakespeare, I read an interesting letter from an English teacher yesterday in the Dom. She loves Shakespeare and sees it as a non-issue. It’s good to know Shakespeare isn’t going anywhere, just being removed from formal assessment. She believes it’ll be better now that her and her students can simply enjoy Shakespeare in the classroom, rather than being restrained by narrow assessment guidelines.

“We create a presence on the Internet for our clients that their current and future customers love to visit”

Isn’t it tragic that the Ministry of Education think the time for Shakespeare in schools is past? This is the man who, using just three words (a rose is) taught millions the efficiency possible in our language.