The key for any early stage product is to become indispensable. My Nokia cell phone, nike running sneakers, starbucks coffee are all indispensable....the objective in technology development is the same. Microsoft Outlook, Salesforce.com, CNN.com, Powerpoint, Google, are all indispensable for their respective customers. The challenge for a start up is seeing the indispensable before it exists. Now if we can just do the same thing here at Judy's Book, I'd be happy.