This document discusses the importance of content and information architecture (IA) when implementing a Sitecore website. It states that content and data structure should be starting points as they are arguably the most important aspects of a business online. Effective IA involves defining templates, fields, and relations between content items to support business goals and allow content to be focused, reusable, and engage customers. Sitecore's data definition tools can help implement robust IA that supports content management and delivery across channels.