Google aims for Web developers' hearts and minds | CNET News.com: "Google aims for Web developers' hearts and minds"
MediaPost Publications - When Is Arrogance Good? - 08/26/2005: "When Is Arrogance Good? by Mark Naples
Remember when Google's Search Engine didn't accept advertising? Many of us were using it for some time before there were such things as paid search, let alone sponsored links. Why did we use it? Because it was a better search engine which delivered better results in a simple, elegant interface. Google built a tremendous brand well before they monetized it. Of course, this was done by design.
In some ways, what Google did was to leverage Geoffrey Moore's "Early Adopter" strategy, designed primarily for B2B markets and make it work in the consumer market. Surely you recall having read his "Crossing the Chasm"? Build the brand and make its applications as user-friendly as possible, well before undertaking any monetization strategies. What they did was nothing short of well-executed genius applied in ways well beyond what any early adopter acolyte could have anticipated. Of course, others got there first. But, that's another column.
Think of how Google has been replicating that endeavor in the past 18 months, but toward a different product. With Gmail, Google Sidebar (which used to be called Google Desktop Search), and now their own Instant Messenger beta, Google has been providing free and useful applications that will put Google code on millions of users' hard drives.
Not only are they expanding their brand, they're expanding their footprint in ways that are meaningful to users' hearts..."
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