The Talking Heads strategy is a case example of how to move innovative products from obscurity to mass acceptance without massmarketing resources.
Revenge of the Nerds: Getting Googled The Talking Heads’ approach to building brands by starting in the intellectual underground is much like the strategy followed by Google, started in 1998 by two doctoral students at Stanford University, Sergey Brin and Larry Page. Although most computer users were content with well known search engines like Yahoo! and AOL in the late 1990s, a few users, usually quite computer savvy, learned the quiet secret about Google, a search engine dedicated to the brand promise of faster and better. And when these nerds discovered Google’s ability to deliver pages more relevant to a query, usually much faster, they told other nerds-much as in the new wave music network of the 1980s.
Unlike most initial public offering (IPO)
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