STEPPING UP TO THE NEXT LEVEL ESMAIL ARCHITECTS Context: Mahmood Esmail met Glued on a GetSet For Growth training course. In the course of our discussions, it became clear that Mahmood was at a cross roads in his business. Having established a customer base to support his lifestyle, he wanted to get to ‘the next level’ of trading. A key componenent in achieving this was the development of a new web site, but Mahmood was unsure whether to focus on domestic or commercial clients. Glued asked Mahmood why people were drawn to working with him rather than someone else, believing this should be at the heart of his website proposition, rather than focusing a domestic or commercial approach. The requirement: Despite Mahmood’s initial thought that he required a new website, it be

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