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Yahoo Reorg Undone; Kevin Rose-type Needed For Corporate Culture

Paid Content has a report of the Yahoo conference call. The big news: They’re undoing most of last year’s reorganization by elminating management layers that exist between Decker and advertising, and ending the fruitless search for an audience head.

Good idea, but I think they need a Chief Community Officer, as no one at Yahoo seems to be the public friendly face every company needs (until it becomes a Microsoft, with multiple mature community leaders). Yahoo has one real voice, Jeremy Zawodny, and he doesn’t speak for the whole company or even to all the necessary audiences. Either promote him or find somebody to be the face in the community, a proven startup vet of sorts.

If I were at Yahoo, I’d buy Digg, just to make Kevin Rose an executive. Make Diggnation the voice of Yahoo. You change public perception of the company overnight, and get Digg the website as an afterthought, an important piece of the social network Yahoo already owns and has failed to create. Rose is the answer, the opposite of a stagnant limping company, the perfect face for a young generation. Put him in front and make him convince the users things have changed, and the employees that they need to think more disruptively.

June 19th, 2007 Posted by Nathan Weinberg | Culture, Yahoo, General | 5 comments

5 Comments »

  1. I claim responsibility for Zawodny’s mentioning.

    Comment by Jason Schramm | June 19, 2007

  2. Responsibility confirmed. But you said nothing about Kevin Rose :-)

    Comment by Nathan Weinberg | June 19, 2007

  3. Yeah… let’s put an alcoholic, foul-mouthed fratboy-type in place as the “public face of Yahoo”. And no respectable company would want Diggnation as their voice. Sure… it’s good for a laugh or two and it serves Digg well. But as a serious conduit for a company to express themselves? Kevin Rose / Diggnation would hardly be a wise choice for a mature, established corporation like Yahoo.

    Comment by Derick | June 19, 2007

  4. I really enjoyed reading your piece. What about Google buying Digg so that Kevin Rose could be an executive there? Wouldn’t Google want a front man that is, “the perfect face for a young generation”?

    Comment by L | June 21, 2007

  5. I don’t think he’d work well at Google. They’re too stuck-up for a fun persona. It’s funny, but childish Google doesn’t seem like the type that coculd handle a beer-drinking foul-mouthed fratboy-type, but Yahoo has the right culture. I’m starting to think though that Mark Zuckerberg would be even better, the way that Facebook is succeeding. More on that later.

    Comment by Nathan Weinberg | June 21, 2007

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