SARAH GREEN CARMICHAEL: To tackle that challenge, Gupta says leaders should integrate digital into the bigger picture strategy – to look at the ways digital companies survive and thrive, and see how that can apply to your own business. SARAH GREEN CARMICHAEL: So when you say digital strategy, my impression of looking - especially at legacy businesses- is that they’ll say: “We need a digital strategy,” and that usually means a strategy for this digital world. SARAH GREEN CARMICHAEL: I think one of the things that kind of freaks other business people out about Amazon is that they are in so many businesses and they seem to do such a good job in every sector.