- Lesson learned: Consult your Web analytics before you draw conclusions about the sources of your website traffic and invest in unnecessary "improvements."
- Lesson learned: Don't follow bright, shiny objects just because everyone else is.
- Lesson learned: If you don't know what metrics to measure (and understand how to benchmark and measure them), don't bother hiring someone to make changes. Why waste your money?
- Strategy needs to be realistic and achievable; otherwise, it's a setup for failure.
- Execution of a strategy requires resources; the more ambitious the strategy, the more resources it takes--even if that resource is just time.
- All parties responsible for executing the strategy should be communicating with one another.
- Everyone involved needs to understand precisely how the success of this strategy will be measured.
- Smart testing will help you refine your strategy. I often learn more and faster from what doesn't work than from what does.
- Particularly in the digital world, strategy needs regular reviews and revamps. Why stay the course if something is just generating failure?