Its over Yahoo
Tom Dougherty, CEO – Stealing Share
Yahoo has become old, and it hurts
It comes as no real surprise that Yahoo is expected to announce layoffs of several hundred soon, while also trying to partner with Microsoft to increase traffic on Yahoo’s search engine. Why is it no surprise? Because Yahoo has become old-school, and not in the good way.
For us old enough to remember the beginning stages of the Internet for personal use – you know, back when Adam was procreating with Eve – Yahoo had some “cool” cache. Its name was different and happy, and it was leading the way in navigating this new toy.
Then it got hit by all the specialists: Google showed up, and transformed the Internet from an unwieldy tool to something we use as casually as a TV remote.
Yahoo also tried to become a portal, complete with news, email, shopping and even an attempt at social networking. But then every news organization in the world developed its own news portal – with, especially, the TV cable networks such as CNN and FOX News taking center stage – and social networking became the province of Facebook and Twitter.
So, as Yahoo goes through another re-organization under a new CEO, it’s probably asking itself, “What happened?”
Answer: They tried to become everything to everybody. In today’s high-tech world, consumers seek expertise and focus. Meaning, if you’re everything to everybody, that’s means you’re nothing. You’re the cliche: A jack-of-all-trades and master of none.
In today’s modern world, that means you’re old. We’re into specialty now, especially when it comes to technology. Remember the days when you played a different sport each season in high school? No longer. Athletes, as young as in the early teens, pick one sport and play that one sport all year round.
Focus. Speciality. That’s why Google overtook the search engine, because its brand comes from that empty-looking home page with a search bar. Although Facebook and Twitter have other components, social networking remains their face and it’s what comes to mind first when consumers think of those providers.
It’s all sad to say because I consider myself old school. Back in the day, being competent and knowledgeable about many things used to mean you were a Renaissance Man. (And, yes, I’m one of the relative few who receive alerts from Yahoo. So there you go.)
Now, that’s the old way of thinking – and it can be the death-kneel for many brands.
To succeed anymore, you must put a stake in the ground and proclaim, “This is who I am.” That kind of clarity is what’s missing from Yahoo at the moment. Until they figure out who they are – and, most importantly, who the customer is when they use Yahoo – traffic will drop and advertising dollars will be spent elsewhere. It’s time Yahoo got with it.
Political Ideology Creates Broken Government Tom Dougherty, CEO - Stealing Share 18 May 2017 Political ideology. Stop the madness. Political ideology The whole world is in political strife. And I believe the root cause is political ideology. It’s not surprising. I...
LaVar Ball Tom Dougherty, CEO - Stealing Share 17 May 2017 LaVar Ball makes it hard to root for his son Here's some straight truth. I've seen Lonzo Ball play basketball only a few times. I know the UCLA freshman has legitimate hardwood talent, potentially a...
Madden NFL 18 and Tom Brady Tom Dougherty, CEO - Stealing Share 15 May 2017 Madden NFL 18 shows NFL all in on Tom Brady This just in, NFL fans. The NFL is all in on Tom Brady. Just a year after the New England quarterback served a four-game suspension over...