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Q. How often do you review strategy?

Matt Lawson, ao.com:

 Our overall approach to strategy is that our actions focus on 

our objectives. The world and the way we work changes all the time so you must be 

dynamic and flexible. If you are not dynamic and flexible, then you are going to fail; the 

world is changing all the time so always keep as up to date and savvy as possible and 

I think you can apply that to any decent business.

Figure 11.1

ao.com Home page (http:// ao.com/)

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Part 3  Implementation

In essence, at ao.com, we put the customer first: ‘We strive to deliver what they 

want in everything we do; from our proposition to the content the see on our site’.