I was listening the other day to a podcast from iinovate, where they interviewed a chap called Chip Heath, co-author of the book Made to Stick. The book explores why some ideas stick (succeed) and others don’t have that characteristic (stickiness).
One of the things that I remember the most, and something that all sticky ideas have, is the ability to communicate them simply, and for the outcomes to be clearly defined. An example given was that of JFK’s goal to put a man on the moon by the end of the decade (the 60’s). This is a simple goal to understand, the success and failure criteria are very clearly defined.
- Land a man on the moon.
- Bring that man safely back to earth.
If both of these have been accomplished then the task was a success. So a simple universaly understood message, plus a clearly measurable outcome.
Now back to Jerry Yang. Tomorrow marks the end of his first year as CEO of Yahoo, and what a year that’s been! So what about his idea, his vision for Yahoo?
A Yahoo! that executes with speed, clarity and discipline. A Yahoo! that increases its focus on differentiating its products and investing in creativity and innovation. A Yahoo! whose great talent is galvanized to address its challenges. And a Yahoo! that is better focused on what’s important to its users, customers, and employees…
All a bit woolly I’d say. Lots of unclear messages, more of a mantra than a vision. Nothing about exactly what they’re going to do, and nothing that can be easily measured.
And so where are Yahoo a year on? Well they’ve blown their sale to Microsoft, they’ve handed over their search marketing business to Google, seen a mass exodus of their key executives and there’s an open shareholder revolt.
All in all. An unclear message, and one can only say a hugely unsuccessful year at the top for Jerry.