For quite a long time, I couldn’t find a tool sufficient enough to enable me to help my clients with the whole range of their (common) worries about brands and intuitive enough to get them to use it for their work. Even without me. Tools are either too complicated and require that the consultant be present (yes, only the doctor really knows how to use it) or so easily understandable and clear that they don’t work or even do damage. Let’s stick with the doctor metaphor, as it’s quite fitting. What do you do when your leg hurts? You give it some time. Check Google. But then you probably go to see your doctor. Is it serious, doctor? Your doctor is no specialist in legs, but s/he has seen enough patients to be able to tell how serious the situation is. And to help you. Just apply some compresses and keep off of it! Or s/he sends you to a specialist for an examination and it has to be x-rayed, as the doctor isn’t too happy about the way it looks. The specialist will take care of you, and you will bring the results to your doctor. How simple, of course. Well, not in every country, though.