YAHOO! PERSONALS

Yahoo! Personals competes in a highly competitive niche. On top of it, Yahoo! is mostly known as a search engine, not a place to find a soul mate. So carving out a unique market position for Yahoo! Personals meant having to overcome emotional barriers to the brand as part of people's personal lives.

We should have been able to figure this out on our own after all the movies we've seen over the years. But, after extensive research, we stumbled onto something simple: women didn't want to let go of the idea that fate somehow played a role in them meeting the man of their dreams. Despite the fact that they acknowledged the Internet was the most pragmatic and functional tool in their dating portfolio, they were wedded to the idea that even Internet personals should hold a modicum of fate.

Sometimes, fate needs a little nudge.