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Superbly well written and I agree completely.
This is an working ethos I’ve been trying to push for a while – forget what the site looks like, what tech its built on and stop agonising over picking a snappy ’2.0’ domain name. Focus on what you want the website to do for your business and work you way up from there.
Once you know what the sites going to do for you the rest of the dots should join themselves in more convincing, and ultimately successful, ways.