Every action should be dictated by a goal. Too often we find ourselves following problems aimlessly looking to invent a solution.
But not all problems align with a goal.
Focus on the things that are measurable and leverage the collected data to readjust your projections.
The less you stray from the target you have set, the lower the probability you'll hit the bullseye if you throw the dart enough times.
...Oh, and don't be afraid to reinvent yourself if there is something public that doesn't line up with your goal. There's nothing worse than a conflicting marketing message.