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Chapter 2. Jerry Yang: Yahoo!: Size matters > The Yahoo! business strategy

The Yahoo! business strategy

By 1995, Jerry Yang and David Filo had at last realized that the business with the most potential was the one they were fiddling with as a hobby. The business plan they wrote this time was to stand them in good stead - a strategy of building a brand around a piece of technology that everyone would want to use. Yang explains:

'We have been consistent with what we wanted to achieve right from the start; our strategy has never really changed. We didn't view ourselves only as a search engine, we saw ourselves as a brand before we knew what a brand was.


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