Aries penguin is a phrase that my wife and I coined years ago, while watching the documentary March of the Penguins. In one scene the group of  travelling penguins got lost, and stood around for a while trying to figure out which direction in which to walk. Finally, one penguin broke away from the pack, and starting walking. The rest followed his lead.

In the Zodiac, those born under Aries are known to be natural leaders. An Aries is not afraid to take a risk, they often are the first ones to take action in a situation.  We figured, as we watched the documentary, that the penguin who got tired of standing around and chose a direction to start walking must be the Aries penguin.

Local search is currently broken.  The “search” (I call it directory search) component of these sites hasn’t evolved.  They are still working on the same flawed data the Yellow Pages directories use.  Mapping has improved greatly but that improvement has been mistaken for local search advances.  We need a new approach .  We need a revolution.

I’m tired of waiting for someone else to fix it. I’ll be the Aries penguin who leads the way.