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.