Define CiviCRM's central themes and messages

We need to refine core messages (unique selling points, position statements, etc.) that resonate with both new users as well as our community. These are not features, but rather themes that users can indentify with (or not) and that provide a compelling reason to use and support CiviCRM. Example themes:

• CiviCRM is free and open (source)
• CiviCRM allows you to own your data
• CiviCRM is flexible
• CiviCRM is not "corporate" (themes can describe what CiviCRM is not)

Obviously these need to be expanded on and revised such that they are clear and compelling. Check out a list of peer sites to review how they position themselves.

Results from a survey done by @nicol may be useful in understanding what our unique selling points are.