Concept Statements and Website Messages - Part I (SAP Design Guild) -- "As stated above, the concept statement is a short, descriptive, and easy-to-remember phrase that tries to capture the intention or purpose of a Website. It makes clear what sets the site apart from competing sites. By establishing a common vision throughout the design process, it serves as an anchor point or common ground for the design team." (Comments: Is this useful or is it fluff?)