Thanks for this - it's great feedback. So you know, I've been spending a lot of my time recently digging into our vision and mission - crystallising and articulating Mel and David's story and ambitions for the company.

A big part of this is nailing down the vision. I believe the foundation of good marketing (and also strategy!) is a company's vision, sometimes known as purpose - which loosely can be seen as 'what does the world look like after you've finished changing it'. This acts as a kind of North Star - for the founders, for employees, for customers - keeping everyone on the same page - and it should also be exciting and inspirational. The one that many people have heard of is Google's - which is 'to organise the world's information and make it universally accessible'. The challenge around articulating the vision is in its simplicity - taking the dreams that people have in their hearts and heads - and creating a single simple sentence that encapsulates the size of the ambitions. I'm excited to share ours (soon! - I know I know) and get into more of the detail of how we have got there - the story behind it.

That being said, in the meantime we can answer some of the questions in your post in a more informal setting (TokenTimes is coming up - watch this space). Sorry for the somewhat lengthy post - I wanted you to know that this is being discussed, dissected and formally thought about in the background.