Liz and I just had a conversation that I had to write about. We were commenting how people sometimes sabotage their own efforts running after short term gains.
There are obviously unethical things people do to get ahead. Things like spamming. Shady black hat tactics. Affiliate cookie stuffing. Tricks. Attacks.
Then there are the less obvious things. Running after awards. Jumping on popularity contests and ranking lists. Begging for links. Digg baiting.
Why do all these things not only fail but actually cause your efforts harm?
Because when you focus on these things, you are not focusing on what really matters.
We have two eyes but only one focus. While you are focusing on instant gratification, you are not focusing on your audience. When your aim is anything other than providing value then your aim is off and you shoot your own feet. Rather than growing loyalty, credibility and trust you end up damaging your reputation.
Your first thought should always be “who is this going to help?”. Get the answer right and your long term growth is assured.