A CNET News article highlights how Ford learned from the stampede on its corporate Website in the wake of the Firestone tire blowout fiasco. Since the patterns of inquiry were radically different from what usually was requested, Ford found themselves scrambling to analyze reports from their AskJeeves search manager to figure out how they could have information in place to respond to changing query patterns extremely rapidly. Out of crisis was born a good habit: they continue this practice even today, so as to better understand customer needs and to have their Web site respond to them very dynamically. Being able to understand usage patterns and to have highly contextual content respond to those needs as automatically as possible is a key element in creating content value that moves beyond searching to "finding".