Trulia

Challenge /

What is it they say about real estate? Location. Location. Location. Well, the same goes for Trulia. This real estate search site had been in the right place at the right time from the get-go. Started in 2005, they’d built a booming business around bringing greater clarity—and greater transparency—to the intensely murky process of buying or selling a home. And they’d triumphed early at making that process less daunting and less painful for first-timers and old-timers alike. But then Zillow came along and basically ate their lunch—doing essentially the same thing the same way, but better.

And, instead of pausing to pivot, Trulia was stuck.