Osborne CONFIDENTIAL THE PROGRAM Search engine cleanup We propose to employ all of the SEC and programming methods that might help push down the negative stories. In our experience this, if properly executed, has a significant and palpable effect, but simply cannot ever entirely solve the problem. What does solve the problem, though, is a very substantial volume of new and positive content, which has been packaged with a sophisticated SEC strategy. We should not rely on the press to supply this content, but on the JE site itself. Ifl New JE website We see the development of a content rich site as the most effective way not only to deal with the Google search problem — but also to properly convey the serious and committed nature of your philanthropic interests, i.e. to redefine you ahead of any further public activities. We have undertake a process here to understand the nature of the redefinition - the key to this is what you want to accomplish. We estimate this is to be a 30 day process in which we debrief you and then articulate a number of strategies. As we have discussed before, a logical point of departure is your scientific interests. One approach to look at is John Brockman's edge.org. That is to say we would curate a body of content around those particular scientific areas in which you have been active — and literally become an expert destination and give you a enough of a role that you become central to the discussion... and hence, linked to this ever•building body of content. For example, a particularly easy and effective mechanism is to shoot a video of a discussion between two notably scientists in which you introduce them. This is the kind of thing that immediately jumps to the top of a Google search. Design and build The objective is to achieve a look and feel which not only creates something that is compelling in and of itself, but which suggests you are involved, indeed at the center, of a distinct, important, and worth