Hugh's post (see below) prompts me to suggest the following:

Focus groups are rarely, if ever, a way to have a smart conversation with customers.

Showpiece ads about how clever your product is... mostly conversation killers.

90% of all mission statements, and all similar "defintitive" statements idealising a business... about as good for conversation as bad breath.

90% of all books telling you "how to" do things as if life is really just about following instructions... conversational cyanide.

Of course, if you want a conversation, any statement, however simplisitic or provocative, can be treated as an offer. And as some advertisers are learning, the conversation may come to you regardless of your efforts...