How often do you get in your car and just figure out where you’re going? Hopefully not often. Specifying a primary business goal is one of the cornerstone’s of a successful digital strategy. Too often organizations claim to have multiples of business goals, thus their usability and messaging strategy is cluttered and jumbled. By working through this all important step at the outset we can ensure that all of the subsequent strategies map back to the primary goal of the website. Kind of similar to figuring out where you’re going before you hop in the car.