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Highly enjoyable article, Paul.
I completely agree with you, and it’s so easy to immediately jump to design & code. When I first became aware of this, I’ve been practicing it more, first with my personal site, and now with a client website.
I’ve found out that it’s not only really good for business, it’s also great to help us doing our job when it comes to design and specially copywriting. By knowing who will care about this and what is to be accomplish, design and writing are both easier and better.