Terry Heaton writing in the AR&D newsletter: “When I’ve noted that we MUST work to outdo Google at the local level, the immediate reaction is one of disbelief. After all, the thinking goes, Google already does a fantastic job of organizing local information, and we’re fooling ourselves if we think we can do better. But this argument presupposes that Google’s business is information organization. It isn’t. It’s an advertising system, and this is where we can beat them.” Good advice.
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