The IBM On Demand web site combines high-value content with innovative, multimedia delivery vehicles to provide substantive proof of the on demand promise -- "on demand business begins with on demand thinking." These deliverables convey depth and credibility on the Web, and also throughout the internal organization, including keynote speeches, events, direct marketing and in sales support. IBM and ourselves created six multimedia industry points-of-view (POV), six multimedia case studies, and a "Leaders Gallery" featuring video of leaders discussing what it means to be an on demand business. In the case studies, IBM consultants tell how on demand is working for clients. The industry POVs present client pain points and IBM's On Demand roadmap in key industries. All components were designed for use across other media and platforms as much as for the Web, fostering repetition of consistent, compelling messaging to the target audience and enabling multiple reuses.