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Essays - Benedict Evans · Benedict Evans
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About Essays - Benedict EvansA quarter century after ‘don't be evil’ a judge has found that Google is abusing its monopoly in search. But no-one knows what happens next, and whether this ruling will change anything. Will Apple build a search engine? Will ChatGPT change search? Does it matter?
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Apollo layer
Treat disruption in search as an open strategic question, not a guaranteed market opening. Before competing, identify what could actually change—user behavior, default distribution, technology, or regulation—and choose the specific shift your product can exploit.
Founders can waste scarce resources betting that a ruling or new interface will automatically dislodge an incumbent. A durable opportunity requires a credible path to both better customer value and repeatable distribution.
Write down the one search-market assumption your strategy depends on, the evidence that would confirm it, and a low-cost test you can run before committing more resources.
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