Online Publishing Strategy – Are You Going to Succeed?
|
Have you ever heard of the ‘random walk principle’? In a nutshell, it proposes that if you set out walking, making random decisions about where you are going, then your most finishing point with highest probability will be where you started. So why is the random walk principle relevant?
The point here is that if you start changing online messages, undertaking a redesign, or amending your online structures without a clear plan, then the most likely outcome is something no better, or no more effective than where you are right now. Taken another way, this is the argument that no matter how good your implementation skills, you need to establish (or be working to) a well constructed plan.
|
Making an Online Publishing Plan
|
Of course the plan you make will fail in some way. Nevertheless, you will have moved forward and if a planning principle is applied (plan - implement - analyze - start again) then you will have initiated a learning loop and you can make iterative improvement and modify strategy in a manner that should ultimately take you somewhere better.
Topics that will follow on from here will move through strategy creation, implementation and analyzation. Really this is a loop that you can start anywhere and create a virtuous cycle of improvement.
The next post will look at developing or understanding your organization’s business strategy.
|
