Yahoo CEO Set to Install Top-Down Management

February 23, 2009 3:07 pm Published by


Yahoo should keep its search business but learn how to make it better. Ms. Bartz should compose an Advisory Board of Category Leading Advertisers to learn from their knowledge and experience how to improve Yahoo. Offer members of this Board a substantial chunk of stock options for good results. Some helpful ideas are quite obvious but Yahoo management doesn’t get it.


This author has worked with Fortune 500 Chief Web Officers and National Heads of Sales who are clueless about the Internet despite their job titles. Hiring these types won’t help Yahoo. Entrepreneurs who advertise on Yahoo and Google using their own money hold the key to Yahoo’s search future. and its family of 500 urls in dentistry have over ten years of Internet data from 200,000 targeted monthly visitors ( We have a lot of insight into the Yahoo v. Google search war. I’m sure other Category Leading Advertisers do too. Is Yahoo, its advisors, or its institutional investors interested?


Read the Wall Street Journal article.

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This post was written by Dr. Jeffrey Dorfman