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.

I've also been thinking about it a lot in the context of my own business since launching http://decalcms.com/mockups - the "movement" I'm most fanatical about is letting content precede design.

The more I do it, the more I love it, and I have to say that finding that has really helped crystallise my business goals (and provided bucketloads of motivation).

Great post, TK.