Failure to exist
Another insightful piece of thinking by Lynette.
There are still so many marketing people out there who think that simply having a web presence is enough.
Well it's not.
I worked on a big website project last year.
Our brief was to develop a website. Nothing more.
A month after the site went live the client was stressed out because the site wasn't ranked in the top three in a Google search.
It took us a lot of time to get them to understand how important search and search optimisation was.
What a pity we never had Lynette's visual at the time.
Building a website just isn't enough.
As Lynette says, you have to write yourself into existence.