(Part of the series on Sun Tzu's ; The Art of War – from the SEO perspective.)
Sun Tzu said:
The consummate leader cultivates the moral law, and strictly adheres to method and discipline; thus it is in his power to control success.
In respect of military method, we have, firstly, Measurement; secondly, Estimation of quantity; thirdly, Calculation; fourthly, Balancing of chances; fifthly, Victory. Measurement owes its existence to Earth; Estimation of quantity to Measurement; Calculation to Estimation of quantity; Balancing of chances to Calculation; and Victory to Balancing of chances.
Essentially the ability to succeed will rest with you. Each link in the chain from planning to strategy to execution depends on the other and you have the power to control the outcome. I hear you saying, “What if Google changes the game?”. Then your strategy and planning must account for this potential.
Sun Tzu said:
A victorious army opposed to a routed one, is as a pound's weight placed in the scale against a single grain. The onrush of a conquering force is like the bursting of pent-up waters into a chasm a thousand fathoms deep.
And so success lies in bringing all the elements (discussed so far in this series) to bear in an organized and timely manner. When you do it right, success is all but guaranteed with your program. Weaknesses become strengths, the unforeseen becomes seen
(tune in Monday for the next edition)