Think Google: Big. Scary. Global. Local, friendly, and accessible is much better -- especially for fine mid-west Kansas City folk where Google Fiber was starting up a test -- all to compete with -- who else -- big and scary cable companies. The easier sell: Google Fiber is 100 times faster than competitors' Internet and TV. One key local promo: Use trusted, local DJs on radio for commercials. A critical mass of consumers -- around 120 neighborhoods --- was the goal. The campaign got 180.