Yahoo … Yah-OUCH


In marketing, in the era of social media and customer involvement, we as marketers talk about the idea of being real, authentic, transparent and honest. We say that customers want to know you’re legitimate and “human”, that there’s a personality behind the tweets and posts.

As marketers we beat our heads against the wall when those personalities turn out to suck.

People make mistakes. We know that. We accept that, if and only if the individuals own up to it. If the mistakes are covered up, we, as consumers and humans, get pretty angry and pissed off. But we forgive, that’s what humans do.

In business there seem to be a lot of crappy personalities and people who cover stuff up. In the community we refer to those people as sociopaths. In business we refer to them as sir, because chances are they sign our paychecks. But, businesses the world over acknowledge that they have an issue with crappy personalities and ethical dilemmas, that’s why there’s an entire industry dedicated to Public Relations, complete with clean up people, image makers, and personal representatives.

Still, we don’t like liars. Or lazy people. Or unethical people who sneak their way in. And when individuals, boards and companies try to cover that shit up and find scapegoats, we marvel at how cheap they are to not even get the decent Publicists to help them shut up and do the right thing.

Hello Yahoo.

These days instead of singing the little Yahoooooo melody, they are collectively realizing they have to sing the Yah-ouch tune.

It’s very sad. We’ve known Yahoo for so long. You’ve taken us from basic search and introductions to the internet, to news and portals for all we’re interested in, opened the doors for all your competitors to walk right in and take over where you failed to capitalize. But in our hearts, we still have a soft spot for you.

Liar. Liar.

We don’t like your people though. You seem to really suck at hiring.

The latest scandal is particularly annoying because it seems to include the trifecta of arrogance and hostility:

  1. Lying CEO who did a bonehead move of something dumber than can be imagined. You actually LIED on your resume. Who DOES that anymore? You lied on a resume for a job at Yahoo. Dumbass. How did you have the level of arrogance to believe that shit wouldn’t be caught? Oh, right, because no one caught it the 400 other times you did it and didn’t get caught.
  2. The mock apology. You acknowledged it. Ok, close, you sort of listened to the authenticity, but you said it’s not an issue. Uh, excuse me, for those of us who got REAL degrees from REAL schools, it’s a big deal. You noted it as a typo. Degrees aren’t typos. They are years of hard work, majors are fraught with decisions of if we’re making the right ones and how it will affect our lives. You said it was a typo. Hmmmm, computer science and accounting … auto-correct didn’t catch the typo. Your lack of accountability and dismissive arrogance fails to understand your audience and the public, which means, probably, kinda, sorta of that you’re not qualified to run a public company that is based on consumer behaviors. Yours suck.
  3. The scapegoating. The liar is still employed. Let the hangings begin. Starting with the clearly incompetent ass who failed miserably at her job of pre-screening the candidate who has previously been cleared by other large scale public companies he worked for. But the board member is the one who gets nailed. Not the pathological liar who is a fraud, and implementing layoffs of over 2000 employees, many of whom have probably NOT lied on their resumes or job histories.

On the bright side, lying to Wall Street analysts through extreme arrogance, well, that kinds warms to the souls of the 99%. But guess you’re an outsider, dude, because they caught your ass. Think about it. The street members caught your lie. How embarrassing is that? Seriously? They missed the whole Lehman Brothers, Maddoff scandals and were shocked, SHOCKED to learn of the BS over Enron. But your resume raised a flag. Yeah, that’s gotta sting.

But some are trying to defend this “oversight” and decide if it amounts to much based on his trend and performance. It matters. I don’t care if he had success in previous positions, it’s all tarnished. Were those successes bought, if they even existed? At what point does the ends justify the means by showing it’s ok to mock, belittle, and display a level of criminal arrogance (SEC filings and public company hirings require signatures confirming the information is the truth, which when knowingly signed amounts to fraud), if well, they’re good at it?

It’s not right. It’s not. It’s just not right at all.

When you lie about your credentials it demonstrates at a whole different level that you are willing and ready at a moment’s notice to take the easy route and claim accomplishments and credits that you have not earned. Lying about a degree, a college name, or the completion of studies when you have not done so is belittling to others who hold dear the concept of integrity, which you show none of.

If you don’t show integrity, you don’t deserve respect or trust. When caught lying, if you don’t immediately acknowledge it and right it, fully and humbly accepting full responsibility and accountability, in an honest, true manner, you are worthless.

This guy’s arrogance spanned years, and harmed many people. It’s time it harmed the liar himself. In the eyes of the world he’s a fraud, a con-man, who is nothing more than a snake oil salesman. Any accomplishments he ever did have are now in question, and any contributions he could have made will be tarnished.

Dishonesty, Arrogance and Lack of Accountability.
They may gain success quickly, but it will destroy it even faster, and take you lower than you ever could have imagined.

Sorry Yahoo, that goes for you, too. You’ve allowed this too many times. You need a REALLY good PR firm, and you need to listen to them as if your lives depended on what they say. It does.


About Laurissa Doonan

I'm a marketer. I've been a professional marketer for over 25 years, but in reality, I have always been one. Marketing to me is about communicating effectively, regardless of platform, regardless of channel. Marketing is understanding both your objectives and your audience, and finding the right method and message for your customers to reach them where they are. Now I dedicate my efforts to helping very small and small companies pursue their passions and grow their businesses through marketing; providing agency trained expertise without the overhead.
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