Don’t boil the ocean

I’m currently reading The Art of the Start by Guy Kawasaki – guess why – and I definitely recommend it to anyone starting anything. One of the main messages he tries to get between the eyes is that “thou shall niche thyself” – meaning: don’t try to be everything for everybody because you’ll end up stuck in the middle.

These exact same words resonated through Scoble’s take on the relaunch of Technorati today:

“The most interesting things on the Internet are done by small teams. Not “boil the ocean and try to kill Google” teams.”

I think he is spot on and the examples he gives are good illustrations of his point. Let’s see how the “Live-web search engine” positioning of Technorati plays out against Microsoft and Google.