Outgoogling Google

In marketing warfare, a concept by Jack Trout and Al Ries, if market leaders are to keep their pole position they should implement defensive strategies.

Such strategies include copying a promising idea from start-ups before they develop momentum.

On the other hand, smaller companies are advised to tip toe their way into the market and not raise the Goliaths’ alarms.

• Powerset Launches Showcase For User Search Experience

• Not-Just-A-Search-Engine Powerset Launches Beta

These are some of the two headlines from two of the industry’s most read publications announcing the launch of a new search engine that seems to be the true Google alternative.

If Google (really) never saw that coming, now they have. Their defense department reads blogs too. Guess what’s going on now?

All the best to Powerset, it’s going to be a tough life but at least the media is doing a great job for the startup by positioning it as serious Google contender, a powerful marketing concept.