The original concept (by Michael Kristof) was to create a real-time, search engine keyword research tool to capture how people really “talk”– which is also how they “search”. In doing so, we realized we created the next generation brand monitoring tool. Go figure! (Now we know how Dom Pérignon must have felt like when he accidentally created Champagne.) In addition to large scale brand monitoring, we’ve also found some other really interesting applications for it that give us the opportunity to be better people.