["This product is awesome" really means "I'm awesome".]

[Most focus on product quality before quality of user results.]

[Businesses claim "world-class service" for their customers, but their customers are likely more interested in being a "world-class customer".]

[Make a better master rather than a better tool.]

[The post-UX UX of results begins after the clicking is done. What does it now enable them to do or show or say? How are they more powerful?]

[Substitute "How can we succeed at X?" with "How can our users or their users succeed at X?"]

[Imagine a scenario where your users are out-performing your competitions users in the bigger context.]