The purpose of Notonthehighstreet.com is evident. It's not just about profit, although the brand claim that sales could double this year. It's also about community, about difference, about experience. Right from the top the language is about stories, customer and partners. This is very different from many companies who rely solely on data and process. The truth is that after differentiating yourself, the need is to capture and hold attention, and to inspire people to action. This needs both a rational and emotional approach.