In 1998, it was an interesting TED talk. In June of 1999 Jeffery Brewer stated that the
business model "has staying power" on the day of Goto.com's DLJ
underwritten IPO. On Thursday, Google
demonstrated the value of "staying power" when it destroyed billions
of dollars of the value TED listeners and eager investors thought would be
sustained on the pay-per-click (PPC) business model that was to revolutionize
Madison Avenue. Goto has become went
from and all for a simple, yet deeply complex uncoupling between value and its
exchange.
What GoTo.com (subsequently Overture Services, Inc., acquired
by Yahoo! for about $1.6 billion in
2003) and its founder Bill Gross (think Twitter, not PIMCO) thought would last
forever was the presumed desire for internet users to transform enticing
hyperlinks into consumer behavior. And,
when you look at the tens of billions of dollars poured into his thesis, you'd
assume that he's right. And if
"right" is measured by how many billions of dollars flow in any
certain direction, then cease reading. But
if you want to know why I'm so intrigued by Google's collapsing (over 11%)
market cap in just a few short hours this week, read on my intrepid alchemist!
Pay-Per-Click presumes a few unsubstantiated preconditions. First, one most devoutly hopes that the
"right" siren is singing to the "right" object of
seduction. Second, one hopes that the
"right" seduction appeals to said "right" object. Third, one presumes that the "right"
gratification stands behind the "right" seduction so that the "right"
object acts according to plan. And, tens
of billions of dollars later, what we found out from Google's collapsing equity
soufflé was that this Homeric ideal has a half life of, well, less than a
decade.
What's more fascinating than the loss of $20 billion in an
hour or so - once thought to be "real" money - is what this illusion
erasure portends. PPC didn't really fail
in and of itself. PPC failed because the
unconsidered assumption above was linked to an even more tenuous illusion - the
value of "search".
Now I'm dating my self here but I remember when the Yellow
Pages was about 25% of the phone book. In
Los Angeles ! Once upon a time, somebody decided that
adding advertisements to the Yellow Pages would be a great way to connect with
customers. This 1886 invention lasted
100 years with positive market penetration and revenue growth suggesting that
R.H. Donnelley had 10 times the "staying power" of Bill Gross. But, like the rotary telephone that it used to
sit beneath, the Yellow Pages went the way of the clackety dial when your
fingers stopped doing the walking and instead started doing the sweeping across
the rounded-edged rectangular surfaces of your mobile device.
But before we get too hard on the spawn of the IdeaLab, it's
worth taking a deeper look at what's wrong with Google (and, dare I comment on
the likes of the zombie Yahoo!, the technologically deficient Microsoft bing,
and the Mandarin behemoth Baidu?). The
real problem with PPC is the platform on which it's served. That is the principle of "search"
and the misnomer "search engine".
Information - digital or analog - is a commodity. Putting it on massive servers or in
euphemistic clouds is warehousing - just like any other commodity. There's nothing intrinsically wrong with
either of these two foundational steps. The
market failure enters precisely at the next step. We make the mistake of assuming that when
looking for the thing we think we're looking for, we know what to call it. Then we make the mistake of assuming that what
we call it is identical to what others call it (and have called it in multiple
times, markets, cultures, languages, etc.). Then we make the mistake of assuming that if
we're presented with a page of 15 hyperlink options, we'll recognize the thing
we're looking for as the "right" expression of that thing. And then, in our sloth, we concede any future
inquiry by confirming that what we were presented matches our expectation and
we pay NO attention to what we didn't know we didn't know we could have been
interested in. And then, we're invited
by PPC to transact in this mediocrity and pretend to be satisfied. And, by the way, far from being equanimical,
we live in a world where search engines have sold seduction premiums to purveyors
of words wholly contaminating any chance of actually making a considered
selection. Like a small bird eating the
regurgitated worm from the vomit of its caring mother or father, we wonder why
our search engine experience tastes like puke. Well, here's a thought. Maybe because it is. There's no way that Wikipedia is the most
relevant thing I should see when I'm looking for the Banking Act of 1933. I should actually be shown the Banking Act!
Which brings me to the point. The PPC failure which has cratered the market
value of Google, Yahoo, Facebook and all the other greats is a failure not of
advertising but of complacency. These
companies, rather than focusing on advancing the human condition and
experience, have elected to harvest the most accessible fruit at the most
voracious pace. And in so doing they've
fouled the very nest that was supposed to have given them persistence. At the end of the day, that's really the
point. What PPC teaches us is the cost
of low ecosystem IQ. If you don't factor
in the conditions required for a system to operate, the neglect of the
ecosystem will ultimately destroy the entire enterprise and this destruction
will be complete. PPC is dead because it
was the cover-up for the failure of search. When search fails, all the parasites attached
to it fail too.
It's time for something new. I think of this week as the clarion call for
an Network-Inspired Holographic-Integrated Linguistic Ontology (NIHILO). In this paradigm, I would communicate as much
as I can about myself and what I'm doing. The engine takes the artifact of my
communication and immediately links me to those who are already doing things
that are similar. My next impulse is to
reach out to these individuals I've never known and see what we can do
together. And when we get together, we
just might find out that the impulse that linked us is LESS interesting than
what we find we could do together. In
short, we'd actually create something from nothing… but our shared lives! And that would have "staying
power". Stay tuned because we've
got the design for this already running and we're working with some amazing
friends in Oakland
to take it to a whole new level!
And, just for fun. I
was amazed at the end of my bike ride yesterday afternoon (during which I hit
my third fastest land speed record of 48.3mph) at the fact that in my yard,
nature had applied its alchemy to unveil a rainbow! Truly all the colors of the spectrum greeted
me as I rode up that last 100ft climb. So,
here's a little autumn gift… just for fun.