Making it ITM is the single biggest ROI increase in sngs, so whilst the general rule of 'play to win' is good, making ITM is definately a valid goal to have. These arent MTTs where ITM is almost meaningless.

Spend a fair bit of time reading through the SNG forums, esp the stickies, you'll pick it up. Post some tournies there for feedback, probably the single best thing you could do for your game right now.