An article in yesterday's "Wall Street Journal" (Marketing Strategy Can Be Key to Success, pg B5) described an interesting approach to defining your business -- find your three words. Describe your mission in three words that tell 1) who you are, 2) what you do, and 3) how you do it. Examples are Facebook (fast, bold, open) or Google (data, big, visionary). Three words for APSS are "help authors succeed."