I'll admit before I proceed: this is not an original idea. I heard the concept at a conference I attended last October. It struck me at the time and I've found it to ring more and more true with each project I launch.
The web is not a project. What does this mean?
Generally, website designs (or redesigns) are considered to be a set of tasks that take place within a given time constraint. Create new design. Organize content. Implement site. Launch. It almost perfectly fits the mold of what we would typically call a project.
But there's a problem with this approach: it inevitably leads to to think that you are done when you launch. Yet anyone who has created a successful website knows that this is simply not true. After launch the tasks may change, but the project does not reach completion at launch day.
A successful website is a process. You don't launch and then site back and watch the traffic come in and the product sell. You review. You analyze. You tweak. You modify. You revamp. You create. You simply keep going.
Websites that make a difference are anything but projects. This actually is the beauty of the web: things can change at any time. It's not a brochure that's stuck in time. It's a wonderfully modifiable tool that let's us respond and continually create new momentum for the cause they represent.