Breaking the Curse of Automagical Search

Our friend Maish Nichani has done it again with this elegantly stated piece on breaking the curse of “automagical” search. It contains my quote of the week: “When thinking about search, it is better to think of ROI not as return-on-investment but return-on-information.”

The piece reminded me of a video podcast Matt Moore and I did a while back on “taxonomy fairy tales” – since then, Google (one of our targets) has come out of the taxonomy closet – however much of what we said then remains true. Maish’s piece does a nice job of pointing to the practical steps to get beyond the curse of magical thinking among executives.


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