Chapter 1: Make the Case

“You’ve probably heard this before, but it really was a no-brainer to go responsive.”

—SARAH THOMPSON, Seventh Generation (

ONE OF THE MOST common ways I hear people describe the decision to go responsive is “it was a no-brainer.” For many organizations, it’s less a question of whether to go responsive than a question of when and how.

Other teams are less confident in making this decision—which is understandable, since the choice to go responsive will affect people and processes throughout the organization. What about alternatives to responsive design, like a separate mobile website or native apps? Will a responsive ...

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