The first time I went hiking in the hills of Marin County, California, it was a scorcher of an August day. Hot and thirsty from a six mile hike, I emerged from the trail onto a city maintained road. Up ahead of me I saw a lemonade stand. I had to shake my head to make sure that I wasn't seeing a mirage in the dust. But there it was, two little girls with glass pitchers and paper cups. They were sitting at a card table beneath a tree, and suspended between the branches was a sign advertising "Cool, Refreshing Lemonade."

In the years since that day I've encountered many a billboard and road sign. But nothing has ever grabbed and focused my attention like that sign. Those girls had whipped up an appealing product, placed it in a prime location and come up with a tantalizing slogan.

Those kids had a product with a strong identity. They may have diversified to include apple juice or iced tea, or perhaps even the occasional batch of cookies, but they were...

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