Seth Godin: Why bother having a resume?
3 Recommends 30 Inbound 2 Outbound

In the last few days, I've heard from top students at Cornell and other universities about my internship.

It must have been posted in some office or on a site, because each of the applications is just a resume. No real cover letter, no attempt at self marketing. Sort of, "here are the facts about me, please put me in the pile."

This is controversial, but here goes: I think if you're remarkable, amazing or just plain spectacular, you probably shouldn't have a resume at all.

Not just for my little internship, but in general. Great people shouldn't have a resume.

Here's why: A resume is an excuse to reject you. Once you send me your resume, I can say, "oh, they're missing this or they're missing that," and boom, you're out.

Having a resume begs for you to go into that big machine that looks for relevant keywords, and begs for you to get a job as a cog in a giant machine. Just more fodder for the corporate behemoth. That might be fine for average folks looking for an average job, but is that what you deserve?

If you don't have a resume, what do you have?

How about three extraordinary letters of recommendation from people the employer knows or respects?
Or a sophisticated project they can see or touch?
Or a reputation that precedes you?
Or a blog that is so compelling and insightful that they have no choice but to follow up?

Some say, "well, that's fine, but I don't have those."

Yeah, that's my point. If you don't have those, why do you think you are  remarkable, amazing or just plain spectacular? It sounds to me like if you don't have those, you've been brainwashed into acting like you're sort of ordinary.

Great jobs, world class jobs, jobs people kill for... those jobs don't get filled by people emailing in resumes. Ever.

30 Inbound

Comment at Seth's Blog Published 5 months ago Link Short Link
Seth Godin: The world's worst toaster
2 Recommends 5 Inbound 1 Outbound

We recently acquired what might be the worst toaster in the history of the world. It's pretty fancy and shiny and microprocessor controlled. And it makes toast.

But here's what I have to do to use it:

  1. Choose the number of slices, and bagel or bread.
  2. Remember whether it counts the slices from the left or the right (the left).
  3. Insert the bread.
  4. Push down the handle.
  5. Choose toast or defrost.
  6. Make sure the darkness level is right. (This doesn't count, because it usually is).
  7. Press on.
  8. Wait till it beeps.
  9. Lift the handle I pressed in #4.
  10. Turn it off.

Most toasters, of course, consist of steps 3 and 4 only.

I thought about this when I got a note from eBay asking me to pay my bill for an item I sold last month. It says:

To view your invoice and make a payment:
1. Go to http://www.ebay.com and click "My eBay" at the top of most eBay pages. You will need to sign in.
2. Click the "Seller Account" link (beneath "My Account" on the left side of the page).
3. Click the "View invoices" link, and then select the invoice you want to view from the pull-down menu.
4. To make a payment, click the "make a one-time payment" link in the "eBay Seller Fees" section.

It took me more than 11 clicks to send them $6.

The opportunity online is to fix your toaster. When you want to make toast, the site should get out of the way and let you make toast.

Comment at Seth's Blog Published 5 months ago Link Short Link
Geoff Brown: What have you clicked for me lately?
1 Recommend

Matt Dickman is already disappointed in me. You see, it took me way too much time to post this blog entry.

He himself would’ve had it on Twitter, 3jam and Pownce within minutes of leaving the Fine Line Music Cafe in Minneapolis last night.  That’s where he told MIMA members and MCAD students about “The Future of Advertising” and outlined the impact of social networking on mass communications. 

Of course, he wouldn’t have stopped with mere text. Matt Dickman would’ve uploaded photos, video clips and mini-podcasts, too. Then he would have checked any blog mentions through Radiant Six, or used his Google Alert to see where his name had popped up.

Matt is a veteran. He’s been blogging for four years. In fact, he used his Techno//Marketer blog to snag his current gig at Fleishman-Hillard in
Cleveland, where he uses digital media for corporate public relations.

His talk wasn’t limited to social networking. He talked about advertising (which is changing).  And traditional interactive (which should be changing). And public relations, too.

Unlike those who worship the latest “bright shiny things,” however, Matt Dickman is a firm — one could almost say traditional — believer in
the importance of strategy. Analyze your product. Understand your goals.  Know your audience. It sounds almost like old-school advertising and public relations.

But maybe that’s Matt’s point. We still need big strategies. (A Facebook page is not a strategy.) But as new technologies gain more converts, we also need to keep pace. For our clients — and for our own jobs.

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Published 5 months ago Link Short Link
Somerights20 Valeria Maltoni: Make Your Web Site Sticky: 10 Ideas

Growthaveragewebpage This is the prepared left brain part of our conversation at the MarketingProfs B2B Forum yesterday. I created an eBook you can download here as a way to take some resources back to the office and share with your team.  

Whether you were in Boston or not, we can extend the conversation here. If you were in Boston, you would  have also gotten the right brain side of my presentation - with all the accompanying Italian-style body language, visuals, and marvelous participation from the audience.

______________

About Your Web Site

Web users are becoming more harried. The annual report into web habits by usability guru Jakob Nielsen shows people are becoming much less patient when they go online. They are like modern shoppers - they want to go in the store and get out holding what they were looking for in the minimum time required.

The good news is that today 75% of the people achieve that goal compared to 60% in 1999. There are many reasons for this increase:

  • better design and usability;
  • more Web savvy people:
    • see what they are looking for faster;
    • know what to look for (which also makes people less tolerant of searching for what they cannot find).

Summarizing:

  • be engaging using the benefit to the visitor vs. your feature;
  • be succinct by getting to the point up front;
  • make it easy to want to find out more through built-in interaction.

Bottom line = less fluff, more substance.

1. Who are you talking with?

To drive traffic to your Web site, you first need to know who you'd want to attract. The first thing you need to decide is with whom would you like to talk? Who is your ideal readership?

Then right after that you will need to decide what you want them to do. That is what your home page should help you with - showing your readers and potential buyers where the banana is (this is a Seth Godin expression). That means what is it you want them to do.

It starts with who, then what.

  • Who do you want to engage?
  • What do you want them to do?
  • Then ask: why?

2. Tell then something they didn't know

In many business models, especially for companies that have been around a while, but also in younger firms, there is this belief that your ideas are your currency.

You charge good money for your IP, why share it?

Because ideas are free and $0.00 is the future of business.

The psychology of free is very powerful. Give something away for free, and it has the potential to go viral. The execution still matters, as long as it's not entirely about you. It's about what all that brain power you have, deployed, can help your customers solve a problem.

Why should they be reading? Tell them something they did not know, let your customers look smart in front of their bosses and they will in turn tell everyone what they learned using your tools. 

3 Give them something to talk about

With free as the center of today's attention economy, the focus shifts to what is useful to your customers, what they value, truly. They in turn will let you see who they share what they learned from you with. Track it using Google Alerts with keywords to find out what people are saying about your company.

Blogs, message boards, even emails can spread ideas faster than we ever hope to. The trick is to be where the conversation is. And to do that, you've got to create something they will talk about.

Give your customers tools that will help do their jobs better and you gain two scarce currencies - attention and reputation, plus you get to see what works and sticks and what doesn't, then adjust, repeat.

4. Content = nourishment = marketing that works

Content matters. Let's make that count. We said give it away for free, focus it on helping them, use the appropriate human voice and tone. Content marketing is the only marketing left that really works - online and off line. When you decide who you are talking with, who you are trying to attract, you write that content so that it addresses their specific questions, concerns, issues, what they are seeking to learn.

Then you earn the right to invite action at every step of the way.

An example from our site:

You're certain business continuity is a strategic asset making operations and revenue possible.

Are you just as certain that your disaster recovery capabilities are keeping pace with the demands for higher levels of information availability?

Business continuity is a strategic imperative and a competitive advantage in an environment where you must plan for the unexpected, maintain operations, and meet regulatory demands. Just think of the daily volume of emails, transactions, and archived data that have to be secured and readily available. And all of this against shrinking recovery time and recovery point objectives (RTO and RPO).

5. Affirm their product choice

People want to feel they've made the right decision about what they consume. The most powerful way to affirm this is by showing that others have made the same choice. Put customer feedback, names, and activity where they can be easily noticed.

There is another aspect of the conversation that you can borrow from social media - and that is to use feedback to show you are listening. Make it personal, it is.

6. How are you different?

Tell your story. Today writing with a human voice and letting the personality of a company come across are considered the price of entry in consideration. Who wants to dig through a site filled with impersonal expressions like: "we are the leading company that does X," "our cutting-edge technology is unique," and so on?

Tell me exactly why and how you are different. What is your brand ownership strategy? Finding out what your personality is means figuring out how you are different. As you go through that exercise, remember that your customer does not hold all of the things you hold in your head about your company - and chances are, he/she does not care.

You will need to do the heavy lifting with your words, your tone and how they wrap around her/his problem. Then go head and write with a voice unique to your brand.

An example from our Web site:

The Value of Information Availability

Having information always available isn't just an IT issue anymore—it's a business issue. It's about remaining productive, viable, and competitive. It's about customers, business partners, and employees at every level. It's about anticipating threats and maintaining uptime. It's about the readiness to exploit opportunities and grow. That's the value of Information Availability.

7. Does your site make you heavy?

According to Web site optimization, the size of the average web site page has more than tripled since 2003. During the same five-year period, the number of objects in the average web page (texts, images, ads, audio, video, applets, etc) nearly doubled from 25.7 to 49.9 objects per page on average, with top sites including generally more objects. As broadband becomes more widespread, web designers have created more elaborate designs, and Web2.0 technologies such as AJAX certainly contribute to the increase in the number of objects per page. Longer term statistics show that since 1995 the size of the average web page has increased by 22 times, and the number of objects per page has grown by 21.7 times.

Bottom line: stay light.

8. Is that video adding value?

This is not to say that animation and dynamic elements like flash are not welcome, or useful. Yet, before adding all those bells and whistles, you should ask yourself if they will be a distraction (and in some cases an annoyance) or if they truly add value.

Can you provide value beyond the sales pitch?

Some ideas on adding value:

  • editing that testimonial down to the story and the sound bites visitors can share (distill it down for them);
  • providing a write up, a schematic, an eBook that can be customized and used (help them sell);
  • providing a PowerPoint presentation with ROI models for your type of service that can be used by your customers and prospects to build his/her case on buying the service;
  • updating your content frequently. A good rule of thumb is 10-15% per month.

9. Use the news area as a hub to invite inquiry

What we have done in the past eight months has been to consolidate all of our company's media activities in the news and events area of our Web site. When we have major stories, podcasts, and bylines published in the trade press, we have taken the time to summarize the payout and included that on our site with the link to the original story.

To highlight our expertise in and passion for technology, instead of writing "we are experts" all over the site, we've created biographies for our speakers that detail very specifically what they know.

By virtue of using the industry terminology, that which maps to current conversations in the marketplace, we have increased the number of visitors from search - by more than 100% over the same period last year. That, in a competitive space like technology services, is nothing to sneeze about.

Organic search engine optimization (SEO) is allowing us to use the news areas as a hub to invite further inquiry. You can also use the news area to help your customers come back for the next compelling story.

10. Help them to come back with RSS and newsletter sign ups

This is something you can do once you have a reservoir of content you feel confident you will be able to stream. Individuals who sign up though an RSS reader, will expect to see new content from you regularly. Whether you decide to make refreshes weekly, monthly, or every two days, it's a good idea to set expectations up front and keep pace with them.

Creating a custom newsletter works very well in helping your readers stay up to date. The benefit for you is that you collect email addresses, but with one caveat - make it explicit how you are going to use that address. And do not deviate from your promises about that.

Newsletters can be tailored to different audiences. For example, you could gear one version to the needs of small businesses, just like MarketingProfs does, while customizing one for enterprises to address their needs.

In addition to helping people sign up for news items, help them email, bookmark, and forward your content by integrating social media elements with your site.

No matter what you decide to do, remember that communication takes a while to open a two-way channel, stay with it.

10A. Appearances matter

No site can be "sticky" if it's too cluttered to scan. At the same time, a site will not stick if it is merely a page of bulleted lists. Be smart about your design elements. Use lots of whitespace, muted (but modern) color combinations, and readable fonts.

Fine tune your content, links, and labels constantly. Use the Web site metrics as a way to monitor which pages and areas receive higher traffic, retire or rewrite those that don't.

The future

The Web presence of the future may be organized completely in thirds - part editorial, part community, and part marketing weaved throughout the site; without needing to separate them in a blog, a forum, a customer idea space, and the corporate brochure-ware. This is how we do business - through relationships and connections.

  • 1/3 editorial impact - make the content efficient while still effective; say enough and not too much, talk about the customer and what they think (or worry) about and offering paths forward to action
  • 1/3 community building - what we in social media have come to refer to as conversation, engagement, creating the connection; before it does that, it needs to be a space where someone knows our name (outside of Cheers)
  • 1/3 marketing principles - the value-based bread and butter of why we buy and how we sell; I could call this positioning, except for there is a lot more to it than that

Questions, thoughts?

Somerights20 Valeria Maltoni: I'm Not Ready

Picture_8 How many times have you thought that in the course of your day?

I'm not ready quite yet to tackle that problem; I need to research, talk to some people, have a meeting. After I think it over a little I will surely come back with an idea.

I'm not ready to start writing that book that is in me. You all know there is at least one book in each of us, right?

I'm not ready to go home and enjoy a good day, I have to finish this project first. It will be just a minute, I'll call when I get on my way.

I'm not ready to meet him/her yet. I need to learn more about the subject or (alternatively) I need to lose weight, become taller, be more athletic, learn another language. Insert your favorite requisite there.

I'm not ready to blog, what if I do not have any more ideas? What happens if nobody comes to read my posts? What happens if too many people read my posts and they don't like them?

Most of the people writing books which insist on "being exceptional" won't admit this publicly, but it's true: merely being "good enough" will probably not lead to great in the long term - but good enough is often better than not at all. 

It's an inch closer in your self esteem, learning, growth, experimentation, passion, and confidence. You are always good enough and ready.

Somerights20 Valeria Maltoni: Access Has Become Flat

Blue_access_key_2 PR Week says the battle to own stories is fair fight. With so many professionals now publishing online, main stream media is having a hard time finding the fresh angle on a story. Bound by more definition on how to approach, write, and publish, main stream media is also less likely to come up with the most playful titles and formats. Barry Hollander, journalism professor at the University of Georgia, said that access has become flat thanks to the Internet.

While access has indeed become flat, I've seen main stream media capitalize on the buzz created online by a story - and publishing just a hair later with the commentary of a journalist, or a well edited piece. The New York Times has done that many times recently. And it is now a well documented fact that journalists read blogs. Will new media re-imagine journalism? I think it will, it already does.

Not owning a story means a lot more work for everyone, not only journalists. I try to stay away from a hot story after it breaks lest I repeat (unknowingly) the commentary of others. When I do publish about a topic, I do some research (at times extensive) to make sure I link and credit others when I'm ready to publish my take on it. Do you do that?

There seem to be a couple of schools of practice with blogs. Some authors research extensively and link, others write mostly from their own perspective. I tend to do both, depending on the post.

If access to the information is flat, there is one kind of access that remains a competitive advantage, that of the insider. As in the person who can gain first hand knowledge of an issue from experiencing it in some form. While in the past, someone writing from such point of view would have been seen as biased, today that opinion is valued - we crave the first person commentary directly from the person.

These days we tend to have pretty tight, and fast, deadlines and sometimes hitting the publish button comes before getting all the information. Then again, that's why when we stick to our knitting - what we know, our experience, and our point of view - we are still providing something valuable. And we always have access to that experience and take.

Should we engage in public relations that way? Less messaging, more human talk and commentary. I mean from organizations and businesses. The human angle seems to have made a come back. In my mind, it never really went away. And now access has really become flat - anyone can write about what's happening in first person. Imagine what will happen when mobile applications really take off. We will be able to witness the stories on the go, never mind writing about them!

Marc Andreessen: An hour and a half with Barack Obama
1 Recommend 24 Inbound

I've tried very hard to keep politics out of this blog -- despite nearly overpowering impulses to the contrary -- for two reasons: one, there's no reason to alienate people who don't share my political views, as wrong-headed as those people may clearly be; two, there's no reason to expect my opinion on political issues should be any more valid than any other reader of what, these days, passes for the New York Times.

That said, in light of the extraordinary events playing out around us right now in the runup to the presidential election, I would like to share with you a personal experience that I was lucky enough to have early last year.

Early in 2007, a friend of mine who is active in both high-tech and politics called me up and said, let's go see this first-term Senator, Barack Obama, who's ramping up to run for President.

And so we did -- my friend, my wife Laura, and me -- and we were able to meet privately with Senator Obama for an hour and a half.

The reason I think you may find this interesting is that our meeting in early 2007 was probably one of the last times Senator Obama was able to spend an hour and a half sitting down and talking with just about anyone -- so I think we got a solid look at what he's like up close, right before he entered the "bubble" within which all major presidential candidates, and presidents, must exist.

Let me get disclaimers out of the way: my only involvement with the Democratic presidential campaigns is as an individual donor -- after meeting with the Senator, my wife and I both contributed the maximum amount of "hard money" we could to the Obama campaign, less than $10,000 total for both the primary and the general election. On the other hand, we also donated to Mitt Romney's Republican primary effort -- conclude from that what you will.

I carried four distinct impressions away from our meeting with Senator Obama.

First, this is a normal guy.

I've spent time with a lot of politicians in the last 15 years. Most of them talk at you. Listening is not their strong suit -- in fact, many of them aren't even very good at faking it.

Senator Obama, in contrast, comes across as a normal human being, with a normal interaction style, and a normal level of interest in the people he's with and the world around him.

We were able to have an actual, honest-to-God conversation, back and forth, on a number of topics. In particular, the Senator was personally interested in the rise of social networking, Facebook, Youtube, and user-generated content, and casually but persistently grilled us on what we thought the next generation of social media would be and how social networking might affect politics -- with no staff present, no prepared materials, no notes. He already knew a fair amount about the topic but was very curious to actually learn more. We also talked about a pretty wide range of other issues, including Silicon Valley and various political topics.

With most politicians, their curiosity ends once they find out how much money you can raise for them. Not so with Senator Obama -- this is a normal guy.

Second, this is a smart guy.

I bring this up for two reasons. One, Senator Obama's political opponents tend to try to paint him as some kind of lightweight, which he most definitely is not. Two, I think he's at or near the top of the scale of intelligence of anyone in political life today.

You can see how smart he is in his background -- for example, lecturer in constitutional law at University of Chicago; before that, president of the Harvard Law Review.

But it's also apparent when you interact with him that you're dealing with one of the intellectually smartest national politicians in recent times, at least since Bill Clinton. He's crisp, lucid, analytical, and clearly assimilates and synthesizes a very large amount of information -- smart.

Third, this is not a radical.

This is not some kind of liberal revolutionary who is intent on throwing everything up in the air and starting over.

Put the primary campaign speeches aside; take a look at his policy positions on any number of issues and what strikes you is how reasonable, moderate, and thoughtful they are.

And in person, that's exactly what he's like. There's no fire in the eyes to realize some utopian or revolutionary dream. Instead, what comes across -- in both his questions and his answers -- is calmness, reason, and judgment.

Fourth, this is the first credible post-Baby Boomer presidential candidate.

The Baby Boomers are best defined as the generation that came of age during the 1960's -- whose worldview and outlook was shaped by Vietnam plus the widespread social unrest and change that peaked in the late 1960's.

Post-Boomers are those of us, like me, who came of age in the 1970's or 1980's -- after Vietnam, after Nixon, after the "sexual revolution" and the cultural wars of the 1960's.

One of the reasons Senator Obama comes across as so fresh and different is that he's the first serious presidential candidate who isn't either from the World War II era (Reagan, Bush Sr, Dole, and even McCain, who was born in 1936) or from the Baby Boomer generation (Bill Clinton, Hillary Clinton, and George W. Bush).

He's a post-Boomer.

Most of the Boomers I know are still fixated on the 1960's in one way or another -- generally in how they think about social change, politics, and the government.

It's very clear when interacting with Senator Obama that he's totally focused on the world as it has existed since after the 1960's -- as am I, and as is practically everyone I know who's younger than 50.

What's the picture that emerges from these four impressions?

Smart, normal, curious, not radical, and post-Boomer.

If you were asking me to write a capsule description of what I would look for in the next President of the United States, that would be it.

Having met him and then having watched him for the last 12 months run one of the best-executed and cleanest major presidential campaigns in recent memory, I have no doubt that Senator Obama has the judgment, bearing, intellect, and high ethnical standards to be an outstanding president -- completely aside from the movement that has formed around him, and in complete contradition to the silly assertions by both the Clinton and McCain campaigns that he's somehow not ready.

Before I close, let me share two specific things he said at the time -- early 2007 -- on the topic of whether he's ready.

We asked him directly, how concerned should we be that you haven't had meaningful experience as an executive -- as a manager and leader of people?

He said, watch how I run my campaign -- you'll see my leadership skills in action.

At the time, I wasn't sure what to make of his answer -- political campaigns are often very messy and chaotic, with a lot of turnover and flux; what conclusions could we possibly draw from one of those?

Well, as any political expert will tell you, it turns out that the Obama campaign has been one of the best organized and executed presidential campaigns in memory. Even Obama's opponents concede that his campaign has been disciplined, methodical, and effective across the full spectrum of activities required to win -- and with a minimum of the negative campaigning and attack ads that normally characterize a race like this, and with almost no staff turnover. By almost any measure, the Obama campaign has simply out-executed both the Clinton and McCain campaigns.

This speaks well to the Senator's ability to run a campaign, but speaks even more to his ability to recruit and manage a top-notch group of campaign professionals and volunteers -- another key leadership characteristic. When you compare this to the awe-inspiring discord, infighting, and staff turnover within both the Clinton and McCain campaigns up to this point -- well, let's just say it's a very interesting data point.

We then asked, well, what about foreign policy -- should we be concerned that you just don't have much experience there?

He said, directly, two things.

First, he said, I'm on the Senate Foreign Relations Committee, where I serve with a number of Senators who are widely regarded as leading experts on foreign policy -- and I can tell you that I know as much about foreign policy at this point as most of them.

Being a fan of blunt answers, I liked that one.

But then he made what I think is the really good point.

He said -- and I'm going to paraphrase a little here: think about who I am -- my father was Kenyan; I have close relatives in a small rural village in Kenya to this day; and I spent several years of my childhood living in Jakarta, Indonesia. Think about what it's going to mean in many parts of the world -- parts of the world that we really care about -- when I show up as the President of the United States. I'll be fundamentally changing the world's perception of what the United States is all about.

He's got my vote.

Comment at blog.pmarca.com Published 5 months ago Link Short Link
Ck_mini Ck (Christina Kerley): But does it make you happy?
1 Recommend 1 Inbound

I'm being asked a lot lately if all this Wild-and-Webby 2.0 information overload is truly a good thing and whether all of these social media tools really make people more productive.

Or far less so.

(being there's only so much time in the day and still so many things to get done)

These are very good questions.

I get asked, "Does this make you more money?", "Doesn't it take a lot of time?", "Do you ever sleep?" and "Doesn't it stress you out having to maintain content?" And so on and so forth.

So instead of listing all the answers to all of the questions I do get, I'll pose the one that's hardly ever asked:  Does it make you happy?

Let's back up for a second and let me pose it to you, k?

If the time that you put into these tools and these talented professionals didn't bring you a single cent of business--be that business from referrals, readers or learning a new practice area--would you still invest the time? Or would the sheer notion of learning new technologies that broaden our horizons and make the world smaller be worth all the trouble? Would learning myriad viewpoints--whether they make you change your mind or make you shake your head--be worth the trade-off to less viewings of whatever ABC or NBC is serving up that night?

And is making new colleagues and friends worth the time you spend doing this...being that the time you spend doing this takes away from the time you spend doing that (whatever "that" may be)?

Now, to be sure, we have to prioritize. Families need to come first, work must be delivered and deadlines better be met. But I ask the happiness question since, well, happiness is my compass (I'm sure that's the same for many).  And if there's one thing I've learned in life and in business it's this: money comes, goes and flows; but time is something I'll never get back. It simply cannot be bought, borrowed or stolen.

So I better be enjoying what I'm doing with my time.

I've always (always as in before 2.0) gotten a heck of a lot of happiness from learning and so much joy from creating...and a ton more from sharing/connecting. Since stumbling into social media, I've certainly found there are some tools that rock (like blogging and Twitter) and some that I just can't support (that which won't be named). And there are some programs that I just can't pass up helping to push into existence (like Book Club and Blogger Social).

But the community of smarts, support, fun, debates and challenge that comes with the information overload?

Well, it might not make me richer.

And I likely won't change the world.

And I do get less sleep (yawn).

But it sure does make me happy.

Extremely.

So maybe they're asking the right questions...or maybe they're missing the most important one (or just the one that's most important to me).

Published 5 months ago Link Short Link
Ck_mini Ck (Christina Kerley): The other side of "getting it"
1 Recommend 1 Inbound

Being hip to this Webby 2.0 world, we talk a lot about people and professionals that " just don't get it." And let's face it, as part of this empowering era, "getting it" is an ongoing journey, a moving target if ever there was one. There's just so much to learn, and much too much to master.

But there's another side to "getting it". Because it sure has been great to become savvy to social media, yet it's surely not the only ROI. Nowhere near.

I am truly honored to have you fine folks as readers, friends, colleagues, collaborators, debate buddies and, yes, mentors. And I'm moved by how much of your time and talent you give me everyday. While I love all the smart, wonky, passionate and fun stuff we discuss, the just causes we support...and the best practices we fight for...the very fact that we take the time to do so is what astounds me.

I don't expect for people that aren't active in the community to get that statement. How the heck could they? But I do want them to understand this: we don't have to.

The people in this diverse, growing and global community have full, busy and stressful lives. We have fast-paced careers, demanding clients, loving families, off-line friends, bills to make, commitments to keep, a million technologies to stay on top of and a zillion tasks on our to-do lists.  And we, too, need to eek out some "down time" just to completely zone out in front of our guilty pleasure TV shows.

But we make the time.

Willingly, happily and, probably, on any given day, without a second thought. Because the best part of "getting it" is all the truly surprising stuff we get as a result. Thank you for surprising me every day.

Published 5 months ago Link Short Link
Fred: How Yahoo! Can Get Out Of The Microsoft Bear Hug
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Let me start this post by saying that I don't think Microsoft will achieve its goal of obtaining some sort of balance and scale in the search market with an acquisition of Yahoo!  If you look at the share of search that Google has had over the past five years, it's an ever increasing line. I think that line will keep increasing, year after year, until Google has all of the search market (at least here in the US and the english speaking world). I don't think there's much that Yahoo! and/or Microsoft can do about it.

There are many reasons why I think that is going to happen. First and foremost, it's because Google does search better than any of its competitors. And we all know it. So we go to Google to search. I don't think people are going to stop going to Google to search and start using Microsoft and Yahoo! Google also does a better job of monetizing search better than Yahoo! and Microsoft so they have better results in the right rail and that is becoming increasingly more important in areas like travel and financial services where the organic results are getting spammed up.

It is possible that something really revolutionary will come along and replace search as the primary we find stuff on the Internet. It's possible that social search will be that thing. But Google is investing heavily in social search and there's a good chance that they'll get there on their own. And if they don't, I think they are more likely to identify and purchase the startup that gets to it than Microsoft or Yahoo!

There's another reason why I don't think a purchase of Yahoo! makes much sense for Microsoft. I suspect that many of Yahoo!'s best services will languish under Microsoft's ownership and that users will leave. It's happening already under Yahoo!'s ownership to services like Flickr and Delicious and MyBlogLog. It will be worse under Microsoft's ownership.

Web services don't get better under the ownership of big companies. They get worse.

Consolidation of ownership of web services is not a good thing for the Internet. If you think about the Internet, it's a huge distributed network of loosely connected services owned and operated by literally millions.

Google's open letter on the Yahoo!-Microsoft deal is what you'd expect. But at least Google gets the Internet. Here's the opening paragraph:

The openness of the Internet is what made Google -- and Yahoo! -- possible. A good idea that users find useful spreads quickly. Businesses can be created around the idea. Users benefit from constant innovation. It's what makes the Internet such an exciting place.

That's exactly right. We don't need or want consolidation of services on the Internet. And if we get it, we'll simply see the users leave to adopt more distributed services. The ones that are consolidated will die a slow death.

So here's my plan for Yahoo! to avoid the Microsoft "bear hug":

  • outsource search to Google. That will provide at 25% boost to cash flow according to Citigroup analyst Mark Mahaney. I have heard that this is worth about $10/share in Yahoo!'s stock price.
  • dividend out to shareholders the interests in Yahoo! Japan and Alibaba. They are worth $12/share according to this WSJ article.
  • split up the remaining company into several businesses which can be independent public or private companies. I would put Yahoo! home page, search, MyYahoo, and email into one company and let that be new Yahoo! The other assets could be sold off or assembled into additional private or public companies.

Not only would this allow Yahoo! to remain independent, it would bring new focus and passion to the services under the Yahoo! umbrella. I've talked to a lot of people inside of Yahoo! who run various Yahoo! web services. They'd all love to be running them the way that the CEOs of our portfolio companies run their businesses. But they can't. They have to be part of the re-orgs that are constantly going on and they have to be attentive to the quarterly goals for revenues and earnings that the public markets expect.

So Jerry and the Board of Yahoo! should resist the bear hug and split up Yahoo! instead. It's the right thing to do for the company, it's the right thing to do for the shareholders, it's the right thing to do for the employees, its the right thing to do for the web services that Yahoo! owns, and most of all its the right thing to do for the users of those web services.