Return of the Peanut Butter Manifesto Guy

Nearly three years ago former Yahoo senior VP Brad Garlinghouse caused a buzz when an internal memo he wrote criticizing the company for lacking “a focused, cohesive vision” leaked onto the Internets.

AOL logo.jpgHe left Yahoo and the web trench wars in August 2008, advising a VC firm in the interim. Now he’s back, this time with AOL, another Internet graybeard facing competitive challenges. From The Register:

AOL has hired ex-Yahooer! Brad Garlinghouse as president of its web and mobile communications division. …

In his new job, Garlinghouse will also run AOL’s Silicon Valley ops from its Mountain View, California site. Additionally, he takes on the West Coast lead for AOL Ventures, which is the company’s venture capital unit.

He will report directly to AOL boss Tim Armstrong, who has been beefing up his management team before parent company Time Warner cuts the firm loose later this year.

Garlinghouse’s 2006 memo quickly was dubbed the “Peanut Butter Manifesto” because of this passage:

I’ve heard our strategy described as spreading peanut butter across the myriad opportunities that continue to evolve in the online world. The result: a thin layer of investment spread across everything we do and thus we focus on nothing in particular.

Related Stories
Mediabistro Course

Instagram Marketing

Instagram MarketingStarting October 27, learn how to gain likes and followers on one of the most popular social media platforms! In this course, you'll learn how to develop an Instagram strategy that will make your profile stand out and gain new followers, tell a brand story through photos, and use your Instagram profile to drive your sales and business objectives. Register now!