Posts Tagged ‘yellowpages’

It’s All In The Timing

Saturday, January 9th, 2010
phone_book
Creative Commons License photo credit: How can I recycle this

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.”