The web is about tactics, at least most of the time. Most of the meetings and most of the effort goes into honing our tactics.

One of my concerns about the misuse of SEO by marketers is that it’s largely about tactics. It’s easy to get hooked on constant cycling of this approach or that tactic, all to incrementalize your improvements.

Big successes, on the other hand, come from arguments. Arguments about what you stand for. Arguments about big strategic shifts. Google wasn’t a tactic, it was a game-changing strategy. eBay’s tactics are often poor or slow, but their strategy has been consistently brilliant.

And brilliant strategies lead to arguments. Go have one.

(Inspired by: The Argument).