This is a good one. It reminds me of the "People don't buy what you do, they buy why you do it" that I blogged about last week or so.<p>I've also been thinking about it a lot in the context of my own business since launching <a href="http://decalcms.com/mockups" rel="nofollow">http://decalcms.com/mockups</a> - the "movement" I'm most fanatical about is letting content precede design.<p>The more I do it, the more I love it, and I have to say that <i>finding</i> that has really helped crystallise my business goals (and provided bucketloads of motivation).<p>Great post, TK.