Working in the Internet Community

by Nicole Hooper and Heather Lamm

Recently we spoke with Steve Bardack, the head of Strategic Development for GeoCities. Following are some of Mr. Bardack's thoughts about the GeoCities/Yahoo merger, the Internet industry and careers in this fast-paced environment:

How did you come to work with GeoCities?

I started out looking to work in the entertainment industry, but quickly decided that the Internet represents the cutting edge of entertainment. Like entertainment, the Internet requires you to be in tune with your customers' thoughts, needs and desires, because they can click away in a flash. However, unlike the established entertainment industry, the Internet space cannot easily recycle the same concepts used last decade. The Internet demands new concepts or adapting an old concept to work in a completely new environment. This gives everything a fresh feel.

Who should consider moving into the Internet space?

The Internet remains inherently entrepreneurial. Whether you are starting out with 3 colleagues in a garage or you are taking a management role at Yahoo/GeoCities, you are expected to act and make decisions in ways that have never been considered. Time is precious, so with little analysis you have to take risks for yourself, your colleagues and your company. Many decisions I have made could have had a disastrous impact on GeoCities and
its employees -- likewise is true of many decisions of my colleagues. Without a craving for this type of responsibility and the self-confidence to accept it, you are unlikely to find the Internet arena satisfying -- regardless of the functional responsibility you have.

You can't be afraid to make a mistake in this environment. The Internet is an uncharted region. You have to be willing to throw up an idea to see if it sticks, and most importantly, to trash your idea quickly if it doesn't.

What is your advice to people who want to land Internet-based jobs?

Get involved in the industry almost anyway that you can. Don't wait for the perfect job. Currently, many people want to work in the Internet industry. Candidates that have a grasp of the issues from an insider's perspective are much more likely to reach the position they ultimately desire.

There are a growing number of experienced Internet players at the senior level. Regardless of your experience or level in your current industry, your first job in the Internet industry is likely to be at the manager or director level. After spending 6 months learning the industry dynamics, you can then look for that promotion to a more senior position with the company. If you are willing to spend this time, you will find most areas in the Internet space open to your transition. Engineering is probably the only area where the need for directly related experience does not always apply due to incredible demand.

Why did merging with Yahoo make sense for GeoCities?

Like many industries, companies in the Internet industry seem to follow one of two paths, technology driven or market driven.

GeoCities has always been a market-focused company. We know what we want to deliver based on our understanding of market needs. We build certain in-house capabilities but we also use strategic alliances to develop and deliver many additional products. However, our alliances to date have not enabled us to develop sufficient technical depth to grow our offerings as quickly as the market demands.

On the other hand, Yahoo began as a technology company. They engineered and built in-house most of the products and services they offer. Yet Yahoo was slower to establish a connection with the demands of a member-based market model. Through the merger with GeoCities, Yahoo has begun to bring that market focus in-house. Thus, we are creating a company with tremendous technical capabilities and a strong member market focus, which we believe will be an unbeatable combination.