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Digital Adaptation by Smashing Magazine, Paul Boag

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Setting Your Digital Direction

“Good strategy works by focusing energy and resources on, one or a very few, pivotal objectives whose accomplishment will lead to a cascade of favorable outcomes.”— Richard Rumelt, influential management advisor

It could be a sign of age or possibly my appalling memory, but I have to confess that many of the clients I have worked for over the years blur together. In my defence, many of them share similar characteristics. In my mind I see one generic client who is the combination of the many real clients I have worked with.

This client (let’s call her Jane) is sometimes the head of a web team, but all too often a project manager who has been co-opted in to handle the website. She may have been chosen because of her ...

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