Gerry McGovern

Customers are more powerful today. They are more social. This is the age of the customer, not the organization. Strategy must reflect these facts.
 

The Web is content. Without content there is no Web. However, only a small amount of content is useful. The rest gets in the way.
 

Much of what communications and marketing professionals were trained for is not just redundant but in fact counterproductive.
 

Strategy needs to be coherent, with a strong, central driving force. It needs to be clearly understood throughout the organization.
 

On the web, we need a new form of communications that focuses on serving customers rather than telling them what to do.
 

Winning is at the heart of strategy. Strategy has its roots in military thinking and the art of war is the art of winning.
 

Converting people is really hard. It's much easier to allow the already converted to do what they came to your website to do.
 

Organizations that have no relevant strategy for the online world are in love with technology and content for its own sake. 
 

 
The fact that GOV.UK has won a top design award shows that the benefits of functional web design are finally being recognized.
 

 
We’re all online. And we’re spending more and more of our time there. Strategy must change because of online.