“Many companies have used the phrase “content is king” in recent years to talk about the importance of the material their sites ship. I heard this phrase first at Adobe Max a few years ago and have since noticed it in a number of places online. I think this is near to the mark but not quite there. In our framework here I’ve rephrased it as “The ‘why’ is king” because it puts the user at the center. Your content is pretty important to your site, but without users it’s kind of worthless. The reason your users are coming to your site is of preeminent importance – that should drive your content. Then your content can drive your presentation, etc. etc.” (R.J. Owen ~ Inside RIA)