I love Godin’s stuff, but he can talk some gibberish, at times.
“One of my concerns about the misuse of SEO by marketers is that it’s largely about tactics. It’s easy to get hooked on constant cycling of this approach or that tactic, all to incrementalize your improvements. Big successes, on the other hand, come from arguments. Arguments about what you stand for. Arguments about big strategic shifts“
I think he means strategy is more useful than tactics. A person almost certainly needs a strategy, but that strategy also needs to be made up of well executed tactics. Most SEOs I know see strategy as being essential.
As for “having an argument”, I’m none the wiser.
There are plenty of big game-changing, controversial ideas that end up as road-kill, and plenty of incremental refinements made to old models that result in game changes. I’d argue Google was an incremental refinement of previous models.
GoTo was the real game changer.