Seth Godin has a very good blog entry today on "When tactics drown out strategy". A couple of very good thoughts - "Most of us are afraid of strategy, because we don't feel donfident outlining one unless we're sure it's going to work" and "In my experience, people get obsessed about tactical detail before they embrace a strategy ... and as a result, when a tactic fails, they begin to question the strategy that they never really embraced in the first place."
I think what Seth says about the online world has proven to be very true in the online ministry world. It's a lot easier to think through tactics (especially when there are so many choices) than it is to really nail down a strategy. Therefore we take the easy way out by employing a tactic, demonstrating its "success" and then wording things in such a way to look like that success met a strategic goal. If we employ the tactic, we succeed. Having to actually describe intended results, not just actions, means that we may fail, even if we "do the actions."