Exclusive Interview with Barry Green

WDL: How about giving our readers a few specifics about your position and responsibilities at Jayde?

Barry Green: I am involved in many of the details that shape the present and future face of the company:

•  negotiating partnership opportunities and contracts
•  developing tactical and strategic aspects to create and manage new and existing relationships with those who control large audiences of web site owners and add value to their present products and a new revenue stream
•  maximizing on captive audiences
•  Fighting against spammers and suppression listing, which is intended to control spammers, which, in fact, controls not spammers, but honest businessmen? “Spam laws are the toothless tiger which will eventually drive spammers offshore and out of legal jurisdictions that will do anything about the problem.
•  bearing the right and the responsibility of creativity, which includes the following pros and cons: helping SMB's grow in innovative ways - dealing with others who refuse to innovate
•  penetrating closed communities that deny their members access to offers and services they would like to receive and have opted into … AOL, Comcast and Road Runner, for example, blacklist honest businesses, which is unfair, as well as being technically and morally wrong.


WDL: What about a personal crusade? Have you got one?

Barry Green: Sure. To eliminate search engine ad click fraud, which now occurs at a rate of 50%+ of all clicks. IP addresses seem to originate in US when in actuality they are in India or other 3 rd world low income nations, where literally thousands of women are paid to sit at home and click every three minutes on a series of advertising links. Unfortunately, India is not an exception.


WDL: Apparently you know who your enemy is. Can you give us a metaphor to describe search engine fraud to help us better understand your feelings?

Barry Green: Sure. Search engine fraud is the crazy aunt in the attic (click fraud), who will one day come out and bite the search engine industry in the butt and destroy their business model. This will cause advertisers (especially SMB's) to spend their hard earned money with the companies they trust and have done business with for many years…their local telephone company and their various online yellow page directories. This may lead to a world of only 3 or 4 search engines i.e. Google, MSN and Yahoo etc…and that's not good for anyone.


WDL: Can you give us a little insight into your perspective as a vice-president of business development?

Barry Green: My perspective is not always in the best interests of my company alone… almost always it is in the best interest of both companies – a win-win situation: leading and growing a company over time; creating partnerships and partnerships that last into the future; introducing partners to partners so all companies can help each other grow; and facilitating Industry growth. I like flying under the radar – I am successful but I don't have the ego… and that's part of being a team player, which is what I am, though I am a workaholic – the Internet never sleeps, and neither do I - and I don't mind performing. Karma. It's all about karma. Enron died because they had bad karma… everything was about the moment and not about the future… when I visited their offices several years ago for meetings, it seemed like a large bee's hive in a skyscraper, the worker were like honeybees in a hive – for example, they took their food back to their desks at lunchtime - and they didn't take care of their queen – their Karma – and to paraphrase Tom Waits, they smoked their friends, partners and employees down to the filter.


WDL: What about your background? Where were you before the Web found you?

Barry Green: I don't have a degree, but did spend time in college, if you're interested, and I played in many rock bands in the 70's; and being onstage performing and creating the confidence of my performance, believing in my product (music and band) helped get me where I am today. Besides which, even when I was a rocker, I was always interested in the business end of the music business… you know, negotiations, not the notoriety. So, naturally I gravitated toward the business world in the end. Working as an agent for your own rock band is like working as the head of business development – you have to be confident of your performance and believe in your product. The biggest difference between a rock star and the head of business development is the rock star gets all the women. :)


WDL: What about Jayde? Can you tell us something about the company and the people who have influenced you the most there?

Barry Green: I can't say enough about Jayde Online's CEO, Mel Strocen. I respect his level of honesty and his approach to business – both of which have led Jayde to three + years of sustained growth. Mel's' approach to business and the value he places in his business relationships , his users and partners and his vision on how to build his network of sites and engines is sync with mine and that is why I know we can continue to grow the company and further increase the users experience and reputation the Jayde Online has. The ExactSeek model of paid inclusion without worrying about bidding and click fraud is the best value proposition for small-medium sized business (SMB's)


WDL: What do you think are the goals of any successful e-commerce business?

Barry Green: Keeping market dominance is key – and continued success is tough due to the changing business environment so you must be prepared and willing to change your business model. Change is good. Move fast if you are willing to change… and never underestimate your competitors.


WDL: What are the major industry issues?

Barry Green: Organic versus Paid Listings! Everyone deserves rotation to the top of listing, despite budgets, despite bids, to be a featured listing due to merit, not money that's why I believe in the ExactSeek's business model of Paid Inclusions where the playing field is leveled ad all ads have a chance to rotate to top of listings.


WDL: What take away note would you like to offer the Web Design Library audience?

Barry Green: There were 175 American car manufacturers in the early 1920's. Now only 3 or 4 exist. Remember all the internet “Portals” that existed just 4 years ago…not only two Yahoo and MSN are truly relevant to users. It's the natural maturation of an Industry. So create a product, a business plan and a user experience that will last into the future. Think long term not just the next quarter.


WDL: Can you tell our WDL audience what your personal favorite websites are?

Barry Green: www.searchenginewatch.com, www.cnn.com and www.espn.com.




WDL: Thanks for your time.