his point is that for static content, the workflow should be [someone generates content] -> [layout person designs a layout optimised for that content]. with a

his point is that for static content, the workflow should be [someone generates content] -> [layout person designs a layout optimised for that content]. with a cms, what you get is [someone designs a generic layout] -> [content person stuffs content into it]. fine for, e.g., a "latest news" blog, not so much for page-shaped stuff.