New York City, 1886: As dock workers uncrated the Statue of Liberty, Richard Sears was busy launching the company that would create catalog shopping in America, John Pemberton was mixing his first batch of Coca-Cola, and Gottlieb Daimler was tightening the last bolt on the world's first automobile. But according to Manufacturer and Builder, the nation's leading journal of innovation and change, the big news that year was the discovery of a new way to color bricks red. In other words, the business leaders of 1886 were oblivious to the raging social evolution that was happening all around them.
And it's happening again today.
How recently have you used the Internet to find information about a product or service you were thinking to purchase? Let me say this plainly: My strong advice to business owners is that they cut their Yellow Page spending by 50 percent and begin investing those dollars in a meaningful web presence.
“Hey Wizard, you're behind the times. We tried the Internet already and it didn't work.”
Throughout the years of the Internet boom, I was one of the few who cried, “The Internet can't yet deliver what it's promising. Hold off. This is a baby born premature.” But few paid attention. Most of my friends plunged headlong into the frenzy and littered the Internet with ill-advised web pages. Now when I say “The time has come,” they answer, “Been there. Done that. Got the T-shirt.”
Compare the reality of today's Internet with the hollow hype of Internet-1999 and you'll see that she grew up into a thing of wonder while we weren't looking.
Nine months ago I told you that 2003 would be the year the Internet would quietly climb from the smoking rubble of the vaunted “New Economy” to begin delivering all that she promised in her infancy. Two months ago (July 24, 2003) Reuters newswire reported that young adults are now spending more time on the Internet than watching television, “indicating a dramatic shift in media consumption in a demographic prized by advertisers.” A survey of 2,618 people established that young adults are spending an average of 17 hours online each week, NOT including the time spent reading and sending email. These same young adults are spending less than 14 hours watching television and barely 12 hours listening to the radio.
And it's not just young people. Last week I said to an auditorium of millionaire business owners “Raise your hand if you've used the Internet to research a possible purchase within the past seven days.” Their upraised hands and arms made that room look like a wheat field at harvest time.
And indeed it was.
The Internet is rapidly replacing the Yellow Pages. It has become the ultimate product catalog, information encyclopedia, sales brochure and travel guide. Are you ready to take a new look at the web?
It's the beginning of a brand new day. Can you see it?
Roy H. Williams
PS – In my opinion, Jeff and Bryan Eisenberg know more about what does and doesn't work online than anyone else in the world, and they're very liberal in their sharing of valuable information. Do yourself a favor and visit www.grokdotcom.com. Sign up for their bimonthly newsletter. These guys are golden.