An important post by UK online marketing veteran Rishi Lakhani (@rishil).  Why is it that we as an industry don't command the kinds of budgets other marketing channels do? Why are we often subject to the whims of CEOs and boards who say "we need to rank for [big keyword] by next month" with no understanding of what it takes for sustainable long term organic search success? Rishi asks the question and starts probing for an answer: "We need to stop thinking of ourselves as search geeks and data junkies and start fashioning ourselves as real marketers".