When Google.com burst onto the scene, it was 10x better than alternatives, but in a category that people already knew they needed.
- When Google.com burst onto the scene, it was 10x better than alternatives, but in a category that people already knew they needed.
- Search engines were an established category, they just weren't very good.
- Google could come in with one that was radically simpler and better.
- Google's search engine was resonant, self-evidently better than alternatives.
- But it didn't have to define the category itself.
- The work to define a category is harder than being self-evidently, disruptively the best in a category.