From Seth Godin:
Toward the end, though, one marketer showed us his site. He wanted the groupís advice on how to improve it. ìImprove it to do what?î I asked him? He didnít know. He just wanted to make it better. ìI havenít updated it in a few years. How do I make it better?î He was looking for tactics, then he was going to invent a strategy to match. After a few seconds, he realized exactly what he was saying. Of course our tactics wouldnít solve his problem because he didnít know what his problem was! Simple moral: if you donít know where youíre going, how will you know when you get there?