Until recently, I attributed that quote to Sun Tzu (author of The Art of War), but it seems it was Frederick The Great, or more correctly Frederick II of Prussia. But regardless of its author, I think the spirit of the quote is very modern and very relevant to maintaining an effective web presence.
Let’s try few a few variations:
- to optimise for every keyword is to optimise for none, or
- to be everywhere on social media is to be nowhere
To me, the original quote is about being stretched too thin.
How about another quote, this time really from Sun Tzu ..
Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.
This quote is about planning and preparation. About acquiring skills and resources so they can be applied for best effect when required.
All our activities on the web are governed by limits on our time, our skills, and our budgets. Do you have an infinite amount of money or time to be everywhere, to do everything? If you do good luck to you. You win. But for the rest of us we have to find a way to allocate resources where they will be efficiently used.