What would you do if you were Yahoo’s new CEO?
News from last week was that Carol Bartz was fired from Yahoo! and she’s like the 4th person to leave the company as CEO in the last 4 years. The search for a new CEO has begun but let’s all play with the idea that we’re in-charge of Yahoo!
What would you do if you were Yahoo’s new CEO? Here’s my two cents and feel free to add yours or chime in by leaving a comment or two:
- Focus on Content. Great Content. Make Yahoo! the single best destination by everyone, not for anything else but for content.
- Forget Search. It’s a losing battle against Google and we all knew that years ago. Sell the search component to Microsoft or get back into that partnership with Google they had about a decade ago. Why compete against Google for link-pointing when you can be that link that Google points to?
- Get more editorial talent. I know it’s hard to find new engineering talent with FB, Twitter, and Google taking them all in, but there’s plenty of editorial talent out there (especially the independent ones).
- Champion UGC (as in, user-generated content). Yahoo’s pretty good at it with Flickr, Groups, Answers. They just need to add more community managers to shepherd the flock and expand the niche. It’s sad they had to buy or develop really cool UGC properties only to let them die later (remember del.icio.us, Buzz and MyBlogLog).
- Go shop for more cool sites/products. Jason Calacanis has 10 in his shopping list and though I don’t agree with all of them, I liked TWiT, GDGT, Gawker and FlipBoard. I would also add PerezHilton into the bunch. I’d gladly put back Yahoo as my homepage if they had Gizmodo, GDGT and TWiT fully customized into the front page.
- Go deeper, local. This is especially true in most of Asia. Grab a local site, with a local flavor as Yahoo’s flag carrier for each country. They got Koprol in Indonesia. Maybe it’s Sulit.com.ph for the Philippines and Mudah.my in Malaysia.
- Go mobile. Apps, apps, apps. FlipBoard-style.
Yahoo! need to become the portal it used to be and not be ashamed of being called one. They’re really good at display advertising so they should keep at it and let the great talent pump in millions of eyeballs for the properties.