• Conciseness
• Strategic focus and future orientation

Key observations:

Aegon's strategy discussion describes the company's vision for the future, namely how it intends to navigate the risks and capitalize on the opportunities in the marketplace. The strategy effectively ties into Aegon's business model, presenting the relevant components and processes in the life insurance and pension business.  The table on page 22 presents a concise, yet comprehensive picture of Aegon's four strategic objectives, highlighting the measures used to analyse performance and how they link to other material issues. Non-financial and financial objectives are given equal precedence, demonstrating a focus on maximizing financial, human, intellectual and social & relationship capital.  Further detail on Aegon's financial performance is included in the 'How did we perform financially in 2014?' section, which combines narrative disclosure with quantitative performance measures.