Jones' focus is mainly on business websites, for whom the concept of "winning" is straightforward. Winning could be easily defined as being Number One in the market and beating out other competitors. But in the world of public sector websites, "winning" might be a more elusive concept. Sure, if you are evaluating a chamber of commerce or development authority website, it's clear that "winning" means convincing new industries or developers to select your community over another. Other types of public sites may not have such a clear objective. For instance, a city's parks and recreation department really isn't competing against parks and recreation departments in other cities. Instead, the department's winning aspiration may be to attract more participants in sports programs. A nonprofit may define winning as increasing donations or volunteer hours.

for the website Nike.com:

1. What is the organization's winning aspiration?
2. Where does it play geographically, categorically, etc.?
3. What are the content goals that will allow it to win?
4. What capabilities must be in place to win?
5. What systems will be required to win?