I had to opportunity to meet with Paul Losee this afternoon. Paul is one of the founders of Iomega, along with Dave Bailey and Rod Linton. I've known Rod and Dave for some time and had looked forward to meeting Paul. Paul talked to me about "cultural archetypes," a method of finding the message about a product that will really resonate with buyers. Its the method that turned Iomega from a company that sold "removable, high-capacity disk drives" to a company that sold "a place to put your stuff" with a resulting 100-fold increase in their stock price. Quite an interesting story.