I was recently reminded of this little story and thought I’d share.
I was at a “local search” conference and one of the keynote speakers was the owner of an upstart yellow pages publisher that was taking a huge chunk of the market share in a major Metro.
In the Q&A, the guy was asked: How did you erode the incumbent’s market-share so quickly?
His answer went something like this:
“Ma’am, what do you do with your old yellowpages book as soon as the new one shows up?”
Her answer was, predictably, “Get rid of it.”
He continued: “Of course! Which is precisely why we publish our book three months after the other guys.”Pin It