Minor readme updates

Author: pjbull

README.md

@@ -1,17 +1,18 @@
-Cookiecutter Data Science
--------------------------
+# Cookiecutter Data Science
+
+_A logical, reasonably standardized, but flexible project structure for doing and sharing data science work._
 
-An opinionated, but not-afraid-to-be-wrong project template for data science projects.
 
 #### [Project homepage](http://drivendata.github.io/cookiecutter-data-science/)
 
-Requirements to create project:
+
+### Requirements to use the cookiecutter template:
 -----------
  - Python 2.7 or 3.5
  - [cookiecutter Python package](http://cookiecutter.readthedocs.org/en/latest/installation.html) >= 1.4.0: `pip install cookiecutter`
 
 
-To start a new project:
+### To start a new project, run:
 ------------
 
     cookiecutter https://github.com/drivendata/cookiecutter-data-science