In revamping this site, one of the biggest challenges has been, how do you say who you are and what you do, when every word or phrase has been overused, misused and bastardized until it is meaningless. Writing an about page is almost impossible in the digital age because if you create a good one, everyone else will be copying your language and approach. With information propagating at lightning pace, sameness occurs very quickly. To illustrate this point, I am launching a project call Comm Speak. It is a sub blog where I will take the about pages of the top design firms, ad agencies, interactive firms, social media firms etc. (as determined by a cited independent source) and will create a post for their about page. Industry buzzwords will be set as tags for the post and a tag cloud will be evident in the sidebar to make it obvious what the big buzzwords within the industries are. My guess is that we’ll be able to take the most prominent keywords and write one mission statement that works for all the agencies/firms on the list, for their vertical. Stay tuned.