Schwinn Doesn't Exist

Ian Lurie

I’m not a vindictive person.
OK, maybe I am. Waaay back in 1996, when I was a struggling entrepreneur (and what’s changed exactly?), I sent a long letter to Schwinn’s marketing department offering to build their site.
They sent back a somewhat mocking reply. So when I happened to do a search today and discovered that their site only shows 4 pages to Google:
…you’ll imagine I didn’t exactly weep.
My schadenfreude is in spite of the fact that I won my first-ever BMX race on a Schwinn Scrambler, rode across New England on a Schwinn Varsity, and even tried sell their bikes in a store in LA before I realized they’d begun building bricks with wheels.
Nice job, guys. Keep up the good work and even the nameplate will soon disappear. Congrats.

Ian Lurie

Ian Lurie is the founder of Portent. He's been a digital marketer since the days of AOL and Compuserve (that's more than 25 years, if you're counting). Ian's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Ian is now an independent consultant and continues to work with the Portent team, training the agency group on all things digital. You can find him at

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  1. LOL! I love stories like this. 🙂 According to an article I read years ago, the Milan Conservatory rejected the young Guiseppe Verdi. Years later, when Verdi was famous, they wanted to rename the school (or maybe a wing — I forget the details) after him. Verdi basically told them to go stick it in their ear. LOL, I love it!

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