Your most important digital asset: words.
As we form thoughts, we immediately attempt to find words to express those thoughts. It is the most efficient and universal way to communicate. It's such second nature to us that sometimes we dismiss the value of words.
We should start with the words. But many think the words aren't the sexy part. The problem is exacerbated by the obsession to create something cool with our digital projects. We end up focusing on design before we have even defined what the experience should be. This is why we should be thinking about the words first.
I ran across a site that highlights the importance of focusing on meaning first and aesthetics second. Also, check out this site (just a warning - if you are a person with delicate sensibilities, you may want to skip this one.)
It comes down to a simple rule of thumb: You can't design the experience before you define the experience.