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The Big Red Fez

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« The troll that hates yes | Main | Deeper or wider »

The next Google

Microsoft, home of the Zune, has just announced that they're going to launch Bing, a rebranding and reformatting of their search engine. So far, they've earmarked $100 million just for the marketing.

Bing, of course, stands for But It's Not Google. The problem, as far as I can tell, is that it is trying to be the next Google. And the challenge for Microsoft is that there already is a next Google. It's called Google.

Google is not seen as broken by many people, and a hundred million dollars trying to persuade us that it is, is money poorly spent. In times of change, the rule is this:

Don't try to be the 'next'. Instead, try to be the other, the changer, the new.

If Microsoft adds a few features and they prove popular, how long precisely will it take Google to mirror or even leapfrog those features?

With $100 million, you could build (or even buy) something remarkable. Something that spread online without benefit of a lot of yelling and shouting. Something that changes the game in a fundamental way. The internet works best when you build a network, not when you buy a brand. In fact, I can't think of one successful online brand that was built with cash.

[For an answer to the popular question: "The next Seth Godin" and a few more pithy Q&A, click here]

[For a preview of the real next Google, check out this presentation of Google Wave. As a presentation geek, I need to point out that the intro (the first 2 minutes) is a fantastic example of how someone (you?) can stand up in front of 4,000 people with no slides and make a significant introduction with no hesitation and no apologies.]

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Listed below are links to weblogs that reference The next Google:

» Bing: What Would Sun Tzu TellMicrosoft? from SmoothSpan Blog
The blogosphere is filled with postings about Bing, Microsofts new search engine that they hope will compete more successfully with Google for search share.  This is another such posting about Bing, but I hope to walk down a different path by ta... [Read More]

» Bing: What Would Sun Tzu TellMicrosoft? from SmoothSpan Blog
The blogosphere is filled with postings about Bing, Microsofts new search engine that they hope will compete more successfully with Google for search share.  This is another such posting about Bing, but I hope to walk down a different path by ta... [Read More]

» Bing! Microsoft Might Have A Winner from AccuraCast Search Daily News
After the recent launch of Microsoft Bing last week, the initial reviews for this new ‘decision engine did not seem to be very encouraging. Now, however, only a few days later, the situation seems to be changing. The latest reports received from users ... [Read More]

« The troll that hates yes | Main | Deeper or wider »