How to write a 'Mission Statement' for a new music product. Understand these things, first. People are unaware they'd like "something new" until they're offered the "something new"as an option. People need to know they're the target audience or market for "something new". People need to know how "something new" will fit nicely with their lifestyle and culture as they've created it. People rarely replace "something OLD". Until it breaks. Then, they upgrade. People like to speak to people concerning "something new". People rarely want to be "the first guy" to buy "something new". People like "the same" if the "the same" is awesome. People that read books will read more books. People *say* they don't watch television. People trust their televisions. People do NOT trust the Internet. People, 5 years from now , will read more information from a computer screen than on mass-published on paper. People *say* they don't listen to the radio. People listen to the radio in their cars. People either love or hate cover songs. People that play many video games will play another one. People are looking for new TV shows. People are looking for new Movies. People are NOT looking for new music. People buy familiar music at truckstops. People like pictures. People like funny pictures. People like pictures of themselves. People are ceremonious creatures of habit. People like what they like. People like stuff similar what they already like. People with hobbies tend to indulge themeselves. People that drink alcohol socially hear more music. People that are single hear more music. People celebrate success near them. People aren't on a fact-finding mission about your product, unless it affects their world as they've created it. Now... how does your new music product affect people's world? ... where is that world? Start there. peace- seanrox