A screenshot of a Southbeach model of GE (General Electric co), based on text from the company's home page. Links in the model can be used to search the Web. Clicking on elements of the model triggers the generation of creative output. This output is not built into the tool. Users of Southbeach Modeller can develop their own methodologies, prompts, questions and suggestions, and apply them selectively to any Southbeach model with full control of output. Patterns are matched as required.