I'm sitting in on a great session with Lee LeFever from Common Craft and Kevin Flaherty from Wetpaint.

The two are talking about the explanation problem, where companies stumble in trying to explain what a new website/tool/product is and how it works. The solution? Focus on the question "Why should I care?" instead, and address the "real-world pain" facing the community members.

We'll be posting a separate interview with Lee LeFever here on the blog either later or tomorrow.