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The Tumblr-Yahoo deal isn’t about two tech companies linking up to share strengths. It’s about two entirely different ways of doing business being pitted against each other to do battle in the meeting and boardrooms now controlled by Mayer and her trusted deputies. It’s pretty clear what camp Mayer will likely favor, given that she came from the company that helped kill an earlier iteration of Yahoo. The problem is that Yahoo’s portal/agency/sales-culture DNA is still in many pockets and products across the company, however dormant. So, possibly, is Yahoo’s propensity for killing or starving to death its acquisitions, as it did with an earlier generation of once-promising startups. (Hello Delicious! Hello Flickr!) By making such a strong oath to Tumblr, Mayer is basically throwing down a challenge to her team to move forward or get left behind.
Either the existing Yahoo will learn from Tumblr’s successes as part of the new landscape of successful online properties, or Mayer (or someone) will have to take Yahoo even further, and strip the company down to the studs in order to rebuild it for a new digital world.
The individual frames of the animated GIF gracing Mayer’s announcement can almost be read as coded messages to the constituent parts of the new Yahoo. For Team Tumblr, it’s Keep Calm and Carry On. And for Yahoo’s legacy crew? Now Panic and Freak Out
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