True story: back in the heady days of the .com and tech boom, the ad agency I worked for got a client who was going to revolutionize computer diagnostics and repair via the Internet. There were only a handful of companies offering this service and our client had been the first to market. Among their many other marketing goals, they wanted to establish their leadership, highlight their cutting-edge technology and portray themselves as innovative and entrepreneurial. They offered an exciting product and service, and it was a great opportunity for them to stand out in the industry.