I find myself asking start-ups the same question a lot lately, which is, what is the single thing you can say that is unique to you, valuable to your user, true and simple. And all four things matter and most people fail on one of the four.

Gawain: My lady, are you real or are you a spirit?

Winifred: What is the difference? I just need my head.

Gawain: As will I before the year is up.

The graveyards are full of indispensable men.

IMO the best product will stem from a very strong mental model of the domain and the users. UXR can help you get to such a model, and validate it along the way, but it's important to view the syllogism as UXR -> model -> product, not UXR -> product.

This guy's walking down a street when he falls in a hole. The walls are so steep, he can't get out. A doctor passes by, and the guy shouts up, "Hey you, can you help me out?" The doctor writes a prescription, throws it down in the hole and moves on. Then a priest comes along, and the guy shouts up "Father, I'm down in this hole, can you help me out?" The priest writes out a prayer, throws it down in the hole and moves on. Then a friend walks by. "Hey Joe, it's me, can you help me out?" And the friend jumps in the hole. Our guy says, "Are you stupid? Now we're both down here." The friend says, "Yeah, but I've been down here before, and I know the way out."

"I'm just sayin' if you were in an accident, I wouldn't stop for a beer."

"If you were in an accident, I wouldn't stop for red lights."

For me, the action is the juice.

Vinson: The prisons and the graveyards are full of boys who wore the crown.

Marlo Stanfield: Point is: they wore it.