This document discusses how user experience (UX) design can be used as a competitive advantage for companies. It provides examples of companies like Apple, Mint, Foursquare, Dropbox, Hipmunk, and Etsy that have succeeded by focusing on vision, culture, touchpoints, flow, simplification, rethinking processes, and delighting customers. While data, being a startup, and resistance to change can make prioritizing UX difficult, the document argues that addictive user experiences and scalable distribution are more important than engineering for startup success. It also notes that having leadership champion design, like Steve Jobs at Apple, can help organizations truly value design.