I'm almost certain that pg gave "compete with Google by competing in some niche" advice 10+ years ago. In any case, I'm not sure that competing in search is a

I'm almost certain that pg gave "compete with Google by competing in some niche" advice 10+ years ago. In any case, I'm not sure that competing in search is a very attractive notion. AdWords is the only meaningfully profitable search and business. Even if you steal 10% of Google's market, that absolutely doesn't translate into 10% of the revenue. That said, recipes. Someone make a search engine where the top results don't start with 500 words on the history & etymology of butter, because that's what Google want.