May 28, 2009
# The Challenger: Microsoft Unveils Bing
On Thursday, Microsoft unveiled Bing, its new search engine, at a conference in San Diego, and the company insisted that the name was not the point. The point, the executives said, was that Bing was not a search engine at all but a decision engine, a tool built to help people decide, not just to find. The company had spent years and billions chasing the leader, and the chase had produced the challenger. The reveal is the May 2009 story, and the story is the lesson: when the number two spends a decade chasing the number one, the chase itself becomes the story.
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