Each company occupies a specific position in the customer's mind:
- Google = Search
- Facebook = Social Networking
- Twitter = Online Coctail Party
- Virgin = Informality and a non-big business approach
- Disney = Kids
- Bacardi = Party
These companies have great power to enter new industries if they use the lens of their positioning. For example, Google can enter virtually any computer business using the lens of search (for example - they can get into doctor search, land search, local search, mobile search, desktop search, Facebook friend search, twitter search, image search, video search, audio search, music search.) But they cannot enter into "Social Networking" without the lens of search.
Or Bacardi can enter the search business with a "party search" which will search for and list all of the parties happening in your area.
Or Disney can get into kids search.
People often propose different ideas as to why Gmail succeeded. Here's the actual reason ... They brought the lens of search to email ("a Google approach to email ... don't sort your mail just search it" - was the first message that they put through when Gmail launched; the mega storage space was a consequence of the search function ... you needed mega storage in order to facilitate the search functionality and provide sufficient )
- Google = Search
- Facebook = Social Networking
- Twitter = Online Coctail Party
- Virgin = Informality and a non-big business approach
- Disney = Kids
- Bacardi = Party
These companies have great power to enter new industries if they use the lens of their positioning. For example, Google can enter virtually any computer business using the lens of search (for example - they can get into doctor search, land search, local search, mobile search, desktop search, Facebook friend search, twitter search, image search, video search, audio search, music search.) But they cannot enter into "Social Networking" without the lens of search.
Or Bacardi can enter the search business with a "party search" which will search for and list all of the parties happening in your area.
Or Disney can get into kids search.
People often propose different ideas as to why Gmail succeeded. Here's the actual reason ... They brought the lens of search to email ("a Google approach to email ... don't sort your mail just search it" - was the first message that they put through when Gmail launched; the mega storage space was a consequence of the search function ... you needed mega storage in order to facilitate the search functionality and provide sufficient )
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