Getting Off The X, Your Worst Enemy In Search Is Your Own Inaction

I didn't want this post to turn into just another seize the day post.   I refuse to attempt to inspire you to action using over cited quotes from authors far smarter and more popular than I.  Quotes such as"There is no time like  now", "Why put off till tomorrow that which you could accomplish today", or “I have been impressed with the urgency of doing. Knowing is not enough; we must apply. Being willing is not enough; we must do.” These quotes, while sound, don't inspire the urgency needed to inspire real action.

Anyone who knows me, knows about my history in tactics and close quarters combat.  While my passion falls in both tactics and search marketing some of the concepts are applicable to both.  There is a concept in the warriors world called "Getting Off The X".  I found a post from a trainer by the name of Tom Perroni whose description of the concept I found concise and to the point.

The “X” is the area where you are currently standing, sitting, walking, or working. The thought process is that the bad guy is focused in on you and begins the attack (or action) he is in his own OODA loop and is fixated on you with blinding tunnel vision and adrenalin.

Once your OODA loop begins (or reaction) you Observe the threat, you Orient to the threat, you make a Decision and then Act. By stepping laterally to the left or the right. You have moved of the X and out of the blinding tunnel vision and adrenalin of the bad guy, this causes your attacker to have to re-adjust to you and the thought process is now you have gotten inside of the bad guys OODA loop. More importantly remember it is much harder to hit a moving target then one that stands still.

We have all been guilty at one point or another of not getting of the X.  Whether its been by passively letting changes in search affect our websites and not reacting to over come those changes, or its the project discussed around the board room for six months that no one wants to take the lead on.  Its easier to talk about projects than it is to take the first step in bring them to fruition.  The danger in this equation is our own inaction, our X is where we find ourselves when we discover a problem/opportunity.

When the officers & soldiers who keep us safe day after day find themselves facing a threat they 1. Observe what the threat is 2. Orient themselves by deciding how close the threat is and how quickly they must react. 3. Decide what action to take 4. Act to avoid certain danger.  Every human cognitively goes through this process regardless of how simple/mundane or complex/perilous the problem might be.  

Search marketers can execute 1-3 easily, but because certain danger may not lie in wait for us the same way it does for a soldier, Acting, may be delayed.  Days turn into weeks, weeks into months and months into quarters.  "We will do it later" is where good ideas go to die. 

I am constantly amazed how quickly projects move once they move off the X.  Every project starts when: the first project spec is written, the first meeting happens between designers and developers, or the simple act of picking up the phone to get the parties together that can affect change.  My Director once equated my job to that of a an Orchestra Conductor.  The moving pieces must move in harmony to make a pleasing melody. Disharmony of those piece equates to a project that is the musical equivalent of an ear piercing 5th grade band performance of Green Sleeves & Hot Cross Buns.  If you were a band geek you will certainly get that humor.

Getting of the X was meant to help warriors avoid death and harm by violently embracing action.  Search Marketers must embrace getting off the X, to avoid the harm that can come to your site, your revenue, and your career by not taking action.  Maybe your failed action is not responding to a threat your site is experiencing, its also possible its just an opportunity you need to capitalize on.  Foregoing action on that opportunity causes harm by foregoing the benefit of new traffic, conversion rate increases, and incremental revenue. 

When you pick up your coffee cup in the morning.  Remember to pick up your most important opportunity and choose to GET OFF THE X.


Tyler Young


Search Marketing Manager
StreetSideAuto.com