Google can be *so* unfair
19 Jul 2003

The concept of product positioning was invented by Al Ries and Jack Trout in 1972 when they published a series of articles in Advertising Age magazine.  Both these guys went on to become recognized around the world as gurus in the world of marketing.  They publish books, advise big companies, and get paid big bucks to speak at all kinds of events.

And yet, today when I search Google for the terms "product positioning", the number one result is my article on the subject.  Perhaps more shocking, that first page of results contains neither the word "Ries" nor the word "Trout".

That seems ridiculously unfair. 

I've never written a book.  I have a computer science degree, and no formal training in marketing.  I've never even met Ries or Trout.  I was four years old when those guys published the definitive articles on positioning.  And yet, Google is giving innocent people the impression that I am the world's expert on the subject.  

By the way, this is a fun example of how disruptive technologies can change the rules without creating or destroying business opportunities.  Not that long ago, a person interested in product positioning would probably visit a library.  The library staff would refer them to the classic book by Ries and Trout.  There was a zero percent chance that the librarian would mention my name.  But today many people use Google as a supplement or replacement for a librarian.  My web server logfiles currently show that a bunch of people are coming here to my site because they searched Google for information about product positioning.  In a small way, the rules have changed.

During the dot-com craze, we all assumed that every little paradigm shift would result in an explosive opportunity for new startups.  Billions were invested and lost.  Hindsight revealed that our assumptions were just not true.  Rule changes do not automatically lead to revenue.  Ries and Trout will continue to make money for their expertise and reputation.  My Google ranking is not going to suddenly allow me to displace these guys as a preferred consultant or speaker.  A paradigm shift and four bucks will get you lunch at Taco Bell.

I admit that paradigm shifts do create business opportunities for those who are sufficiently patient and discerning.  But we're all a bit more cautious now, because we've learned that great new companies need a lot of other ingredients.