The Google Local Failure
From Bret Taylor: He saved OpenAI, invented the Like button, and built Google Maps
You're a PM at Google in the mid-2000s, leading a new local search initiative. The Yellow Pages still dominates local business discovery, and while Google excels at web search, it struggles with finding local services like plumbers or restaurants.
Your team has launched Google Local - essentially a digital version of Yellow Pages grafted onto Google Search. Despite having a prominent link on the Google homepage (one of the most valuable pieces of real estate on the internet), the product is underperforming. Traffic is disappointing, and engagement metrics are weak.
You've just had a tough product review with your manager Marissa Mayer and Larry Page. The product works fine - users can search for local businesses and see results. But it's not differentiated from Yahoo Yellow Pages or, frankly, from the actual Yellow Pages. You're essentially competing on having a slightly better digital version of something that already exists.
You've been given a chance to do a V2. Your reputation is on the line.
What would you do to turn this around? How would you approach building V2 of Google Local?
Practice this scenario. Get instant feedback. Compare your approach to your peers.
Continue with Google"I'd make the product better by adding more features and improving the UI. Maybe do some marketing too."
"The core problem is differentiation, not features. I'd start by identifying what job customers are hiring this for that we could do 10x better..."