The CEO of YP on Leading Digital Transformation

HBR IdeaCast

Harvard Business Review

Teams, Business/management, Marketing, Strategy, Management, Innovation, Finance, Entrepreneurship, Economics, Hbr, Business/entrepreneurship, Harvard, Business, Leadership, Business/marketing, Communication

4.3 • 1.9K Ratings

🗓️ 23 July 2015

⏱️ 22 minutes

🔗️ Recording | iTunes | RSS

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Summary

David Krantz, the CEO of YP (formerly the Yellow Pages), explains how they've reinvented their business.

Transcript

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0:00.0	When leadership advice feels like buzzwords and platitudes, it's time to get real.
0:05.9	HPR's podcast Coaching Real Leaders brings you behind closed doors as Muriel Wilkins coaches anonymous
0:11.9	leaders through raw honest career questions
0:14.6	that we all face.
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0:18.3	wherever you get your podcasts. Welcome to the HBR Idea Cast from Harvard Business Review. I'm Sarah Green. Today I'm talking with David Krantz, CEO of
0:36.3	YP, which I just quickly remind our listeners is the company formerly known as Yellow Pages.
0:40.8	David, thank you so much for talking with us today.
0:43.2	You're very welcome.
0:44.2	So David, I thought we would just start with the transition from Yellow Pages to
0:48.3	YP because I know Yellow Pages was a very strong brand, but you're also having a lot of
0:52.0	success now as YPP so I just thought maybe
0:54.9	just walk us through that transition and tell us a little bit about how that
0:58.3	happened and why that was so important.
1:00.3	Sure and actually I've been involved with the business since 2008.
1:04.0	When I joined the company, I joined at the time was Yellow Pages.com, which was the
1:10.0	interactive division of the Yellow Pages.
1:13.4	And so we had a traditional Yellow Pages organization
1:17.7	that sold the Yellow Pages printbook,
1:20.0	distributed it, as well as did the operations and then we had yellow pages
1:23.8	which was our online version of the yellow pages we're very successful
1:28.6	with that creating digital product and digital consumer properties and having the print yellow pages
	...

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