“There are not more than five musical notes, yet the combinations of these five give rise to more melodies than can ever be heard.” –Sun Tzu
Yes, I know that today we have seven musical notes on the scale, but the sentiment still holds true. With a finite number of notes, there are an infinite number of combinations allowing us to continue creating new and original music for each generation. This is the beauty of all art. A true artist is able to take the same finite tools we all have access to and do something new and special that none of the rest of us saw possible.
Business, like the war Sun Tzu was referring to, in the right hands is an art. No matter what business you are in, whether you sell goods, provide services, or supply information, there are a finite number of tactics available to your industry. It is what you do with those tactics that makes you and your business stand out and succeed.
For all arts, there is a certain amount or trial and error to determine which combinations yield the greatest benefits for the target strategy. As a business you might consider planning to utilize conversion optimization by conducting experiments that differentiate: Headlines, Marketing messages, Page layouts, Images, Call to action buttons, Advertisements, Traffic Sources, and/or Keywords. Just remember that as you are experimenting, only change one tactic at a time. You want to be sure you know which tactic brought the most success.
Success comes down to the correct thing happening at the right time; the correct tactic being used at just the right time and place in the strategy. Imagine an orchestra, each instrument is a tactic with a finite number of options at any moment; but when they all play just the right thing at just the right moment it is magic.