What is the purpose of each concept? For each concept in your inventory, can you give a simple and compelling purpose? Do these purposes contribute to the larger goals of the product, and the vision of your organization? Whose purpose does each concept serve? Does the purpose serve the interests of your customers? If so, which customers does it serve—the users or the advertisers? If it serves the interests of your organization, does it exact an unnecessary cost from customers? Are the purposes that are intended to serve the interests of customers communicated effectively to them, and do they
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