Ramifications Of Yahoo Shakeup Will Not Be Found Here

I'm not being self-effacing, just honest. The truth is, no one really knows how the changes being implemented by Yahoo's new CEO, Carol Bartz, will affect the fortunes of the troubled Internet pioneer.

But that won't stop the professional speculators from speculating professionally about the moves announced by Bartz today in a blog post. It's what they do. It might make for entertaining reading, and part of me is tempted to join in, but I'd just be making it up, like them. Instead, I'll pass along the news as reported by David Needle of internetnews.com, and maybe later throw in the writing equivalent of an arched eyebrow:

Yahoo's expected management shakeup landed with a splash today. In a blog post, new CEO Carol Bartz confirmed the widely rumored management reorganization taking place at her company, outlining several dramatic shifts and personnel changes.

The news arrived around the same time Yahoo made a surprise filing with the Securities and Exchange Commission (SEC) today that its Chief Financial Officer, Blake Jorgensen, will resign.

A surprise filing? Hmm. (Arching eyebrow now.)

The one-paragraph filing noted that Jorgensen will continue as CFO during a transitional period while Yahoo seeks a replacement.

News of the planned departure comes amid a wider reshuffling this week that saw the head of Yahoo's news division resign, as well as the departure of the executive leading the company's mobile group.

Meanwhile, Bartz explains in her blog post (I may as well go right to the source here) that her goal is to simplify and streamline in order to make Yahoo more responsive and nimble. She also promises the company will be less insular:

I've noticed that a lot of us on the inside don't spend enough time looking to the outside. That's why I'm creating a new Customer Advocacy group. After getting a lot of angry calls at my office from frustrated customers, I realized we could do a better job of listening to and supporting you.

I'm singularly focused on providing you with awesome products. The kind that get you so excited, you have to tell someone about them....And that takes a real understanding of what you want/need/love/hate, how you're using our products, and what you find simple, intuitive, easy and fun. Who wants innovation for innovation's sake if it doesn't make your life easier, more efficient, more productive?

Well, that's easy: Geeks! Of course, Yahoo's customer base goes way beyond geeks, hence the changes. Will they pay off? I told you, I'm not going to play that game. But I agree with Bartz that "people want Yahoo to succeed." Now we'll just have to wait and see whether these moves will accomplish that goal.