I can't speak for the author,but what I can say what I got out of this. This article spoke to the idea that we often start our endeavours in the wrong place. W

I can't speak for the author,but what I can say what I got out of this. This article spoke to the idea that we often start our endeavours in the wrong place. We start off trying to find the flashy angle and trying to hit all the write aesthetic notes before we even know what we are trying to communicate. We should start our process by making a clear and distinct communication and filling our sites with content --the meat-- and then building everything else around that.