The Core Essence of Strategy Is Choices

I think it depends on whether you want an outsized outcome or not and if you do then yes I do think it's essential. The core essence of strategy is choices and saying no to some things and yes to things so answering those questions in a differentiated way does set your entire team up for success. We sold our business to a company that was a big CMS so big content management system,. Epicerva and then we went to bought a couple of other businesses including optimisely, which were interesting around personalisation dynamic content experimentation and A.B. testing and so our where we play and why we win was thatYes we could do massive you know international brands in terms of their

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