I’ve always asked clients to describe what makes their product different—that’s even before I ask what makes it better. Difference is more memorable than “better,” simply because everyone says they’re better. When clients can’t give me a difference—or an improvement—I’m in trouble. I have to “create” something which is already, in my mind, bullshit. Before clients decide to promote themselves, they should have this “difference” down pat. Obviously Zuckerberg and Kalanick do. When you can simplify your reason for being, you don’t need examples of how it’s done. It’s organic. That’s the first thing any agency should tell a client.