In principle, I've been moving more over to Brett's way of thinking this year. Like everyone who does client work, I get a lot of "make me rank, make me rank" emphasis on search in marketing, but what I have to keep explaining over and over is that search doesn't create demand
If nobody knows about you, or what you're doing, or what you're providing, then they're not searching for you yet. Search is reactive, not proactive, and that's just too passive for me. Of course it has its place, and its an important one. But too many people wanna leapfrog traditional marketing (creating awareness) to concentrate on search (being found), and then throw up their hands when it doesn't work.