What Would I Do to Fix Yahoo!

I love Yahoo!  Just as much as the guys below.


I've had a MyYahoo page for as long as I can remember, and it's still my home page at work and home.  I was a big Terry Semel fan.  I've had Yahoo! email addresses for years, and have no plans to switch to Gmail.  Yahoo! is where I first learned about RSS.  I've partnered with Yahoo! at previous jobs.  I've bought and sold YHOO a few times over, and while I don't own it now, think it's available at a great price.

So I was terribly excited to see AdAge's headline, What Would You Do to Fix Yahoo, a story asking industry experts and readers for their suggestions on how to fix Yahoo! 

I'm not going to judge their suggestions, but let's just say I wasn't terribly inspired by most of the ideas, which included: owning fun, changing corporate colors from purple to red, changing the name of MyYahoo to YaYou and others.

If you've read this blog for long enough you'll know that I'm not going to sit here and claim to have the answers.  Heck, I just read the article about five minutes ago and haven't really thought about it. 

But here's what I do know ... the fact that not one branding or marketing expert mentioned Flickr or Delicious in the AdAge article is a huge problem.  Even worse, that consumers have no idea that Yahoo! owns two of the most trafficked, important and just plain awesome online communities.

Whatever Yahoo's! fix is, I promise you it involves integrating its core search and email functionality with the best-in-class Flickr and the highly utilitarian Delicious. 

Would love to hear your suggestions.  And if anyone from Yahoo! reads this, I am happy to serve as a beta tester!