Reading Brand X vs. Brand Y: Social Effect and Competition in the Software Industry, I'm struck this bit:
So what does this mean for search engine competition and Google? Well, I think increasing a search engine's relevance to become competitive with Google's is a good goal but it is a route that seems guaranteed to make you the Pepsi to their Coke or the Burger King to their McDonalds. What you really need is to change the rules of the game, the way the Apple iPod did.
I'm struck because it reminds me a lot of a conversation I've had with several folks in the last year or so at work.
Them: Once we do X, we'll be as good as Google.
Me: It doesn't matter.
Them: Sure it does!
Me: No, it doesn't. If you want to change people's behavior, you need to give them something dramatically better than what they're used to. This doesn't do that. Being "as good as Google" is the wrong goal.
Now, it's no surprise that we have a few people at work that are hell-bent on beating Google. But sometimes I'm surprised by the way people stop looking at the bigger picture.
Posted by jzawodn at November 25, 2005 01:35 PM