The paradox is simple: you must think of your content in isolation from its application precisely so that you can use it in multiple applications that create more relevance to customers. Stepping away from a one-size-fits-all content development approach is a big change for most organizations. We have experience figuring out the kind of content that's needed for a particular selling context, and how it needs to scale not only globally to fit solution maturity levels that differ from country to country, but across multiple platforms as well. And the masterstroke is doing it in perfect alignment with your given strategic intent.