Jul 21 (edited) • The Billion Dollar CD Trick
How Broadband Killed a Billion-Dollar Strategy... 7
AOL’s CD empire was unbeatable… until broadband arrived.
Suddenly:
- No CDs were needed
- No installation software
- No busy signals
- Just plug in and go fast
In one technological shift, AOL’s biggest strength—its onboarding system—became its biggest weakness.
They tried to pivot. But it was too late.
The brand became associated with beginners.
The CDs became clutter.
The culture couldn’t adapt quickly enough.
After 13 years, the most successful marketing campaign in history was done.
What works right now might not work forever. The channel, the offer, the brand image—it all needs to evolve over time.
What’s something you’re still doing because it’s “always worked”—but deep down, you know it’s time for an upgrade?
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How Broadband Killed a Billion-Dollar Strategy... 7
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