ThinkShop worked with a new Internet business to build key strategic elements including a vision, positioning and name. A two and a half day interactive session was conducted with a cross-functional team from the new company and their agency. An expert linguist and author brought a fresh perspective and creative spark to the group. The team developed an in-depth understanding of the business-to-business marketplace and the company’s core values, purpose and personality. Within a month after the session, Covalex successfully launched their chemical exchange Web site.