["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.]