So, she took a different approach, describing wines in terms of personalities, using celebrities as examples.

CNN: Wine varietals: A glossary

Sometimes this is about content, in terms of shooting in a different way, perhaps using film rather than digital, or medium format, or just using shorter focal length lenses, and at other times it's more about packaging the story in a different way.

BBC: Drowning in pictures

Sickweather claims to be different because it operates in real time using data from social networks, rather than news reports or internet search terms, and is designed for use by individuals, rather than public health officials.

BBC: Can crowdsourcing beat the flu?