What product are you selling? I mean, really. I began to wonder. I was watching football with my brother-in-law who was commenting to me the strategic moves between players, and I started to appreciate the beauty in the game that I hadn’t seen before. So I wondered; how do you describe the game of football to an alien from outer space? Come to think of it, how do you describe anything, a car, a hard disk…? It dawned on me there were three levels of descriptions…