TweetDeck is a very interesting client, because it presents a view that no other client in the world presents, which is this multicolumn, massive amounts of information in one pane. And people really, really enjoy that.
You define yourself by either what your clients want or what you believe they'll need for the future. So: Define yourself by your client, not your competitor.
With the way I worked, a client can give me everything they know about something, and then I go away and come back with advertising that knocks them out of their chair. They finally understand what kind of a company they are.
I make a model of the site. There are some obvious things: where the entrance should be, where the cars have to go in. You start to get the scale of it. You understand the client's needs, and what the client is hoping for and yearning for.
Well, I guess most people would only know me from The O.C. I did a few episodes of Gilmore Girls before that. I was also a client on a lot of lawyer shows.