The Evolution of Search: What the NFL Can Teach Us About Finding Customers
There was a time when watching an NFL game was pretty simple.
You checked the schedule, found the right channel, and turned on the television.
Today, that's only one way to watch.
You might watch the game on a traditional network, a cable channel, a streaming service, your phone, your tablet, or a connected TV. You might check the score on an app, watch highlights on social media, and ask an AI assistant about a player—all while the game is still going on.
The NFL didn't change. The way people consume it did.
Business is going through a similar shift.
For years, businesses focused on reaching customers through a handful of familiar channels: referrals, salespeople, advertising, trade shows, email, and eventually Google.
Those channels aren't going away.
But there are more ways for customers to discover and evaluate a business than ever before.
A customer might find you through Google.
They might discover you on LinkedIn.
They might hear about you from a friend.
They might ask Siri a question.
They might ask ChatGPT to compare companies.
They might read your reviews, watch a video, visit your website, and look at a competitor—all before ever talking to someone on your team.
The customer hasn't necessarily changed. The way they find you has.
And businesses need to adapt.
About the author
Eddie Lennon is a writer, marketer, and business development professional with a background in communication, business leadership, and storytelling. He is the author of My Friend Gus and has written across business, sports, and culture, bringing a storyteller's perspective to the way businesses communicate with their audiences. Through his writing, Eddie explores the ideas, habits, and changes shaping the way modern businesses connect with their customers.
Director of Business Development
