All Models Are Wrong is a series of podcasts on the subject of digital strategy. The first one is with Alex Balfour, ex-Cricinfo ESPN, London 2012 and many other things besides. When it comes to this topic, I like to ask simple questions, because the answers can get fuzzy quite quickly. So, what is it that clients ask for when they call in the digital evangelists, what's the promise, the pain that's being alleviated? What does strategy look and sound like, what are the outcom