The core idea behind lean thinking is maximizing customer value while minimizing waste, or creating more value for customers with fewer resources. It comes from the manufacturing industry in the early 20th century, stemming from Toyota's innovations (who borrowed from Ford's first attempts), but is now applied to many industries worldwide. Check out lean.org for more information.
Digital Impact Optimization™ is all about getting users to act – whether it's getting them to your website via search or paid advertising in the first place, or, once they arrive, getting them to take desired, valuable actions and follow important journeys on your website, such as filling out the "contact us" form, purchasing a product, and the like.
Now that more consumers than ever are going online to get information about products and services, search engines have become the new gatekeeper, your website the new storefront and Search Engine Optimization (SEO) something akin to a next generation salesman. To reach online audiences, you not only need to sell what you do, but make it easy for people to find you.