Googled: The End of the World As We Know It by Ken Auletta (PDF)

Description

A revealing, forward-looking examination of the outsize influence Google has had on the changing media Landscape. There are companies that create waves and those that ride or are drowned by them. As only he can, bestselling author Ken Auletta takes readers for a ride on the Google wave, telling the story of how it formed and crashed into traditional media businesses?from newspapers to books, to television, to movies, to telephones, to advertising, to Microsoft. With unprecedented access to Google?s founders and executives, as well as to those in media who are struggling to keep their heads above water, Auletta reveals how the industry is being disrupted and redefined. Using Google as a stand-in for the digital revolution, Auletta takes readers inside Google?s closed-door meetings and paints portraits of Google?s notoriously private founders, Larry Page and Sergey Brin, as well as those who work with?and against?them. In his narrative, Auletta provides the fullest account ever told of Google?s rise, shares the ?secret sauce? of Google?s success, and shows why the worlds of ?new? and ?old? media often communicate as if residents of different planets. Google engineers start from an assumption that the old ways of doing things can be improved and made more efficient, an approach that has yielded remarkable results? Google will generate about $20 billion in advertising revenues this year, or more than the combined prime-time ad revenues of CBS, NBC, ABC, and FOX. And with its ownership of YouTube and its mobile phone and other initiatives, Google CEO Eric Schmidt tells Auletta his company is poised to become the world?s first $100 billion media company. Yet there are many obstacles that threaten Google?s future, and opposition from media companies and government regulators may be the least of these. Google faces internal threats, from its burgeoning size to losing focus to hubris. In coming years, Google?s faith in mathematical formulas and in slide rule logic will be tested, just as it has been on Wall Street. Distilling the knowledge accrued from a career of covering the media, Auletta will offer insights into what we know, and don?t know, about what the future holds for the imperiled industry.

User’s Reviews

Reviews from Amazon users which were colected at the time this book was published on the website:

⭐… but, you should not expect huge new insights (ahead of what Google may announce).Auletta does an excellent job capturing the biography of Google along with snippets of the lives of those involved with Google and other companies from 1998 to 2009. Google’s customer focus, math, algorithms, emphasis on engineers and twenty percent of their time on their own ideas and projects, and their mantra “Do no evil” has paid off.However, I’m reminded of my business school professor’s constant theme for case studies – the winners who have survived write the history. Therefore, there is a bit of survivor bias to any such work. This is not meant to take away from the merits of Google or Auletta’s work documenting them; simply to recall that a different confluence of events may have produced much different results and this hindsight does not suggest the future would be the same.This is a good compilation of past events for those interested in the interaction of the many various industries affected by Google … television, advertising, music/recording, newspapers, news wire services, book publishing, broadcast radio, movie business, telephone companies … as well as specific companies like Microsoft and Yahoo. This comes directly from the free time engineers get to dream up new ideas constantly. Moreover, from the old industry’s failure to recognize how to use the internet, or that Google is a platform, or Google’s business model.The biggest prize Google gets with all of its projects? More data; and with more data comes more opportunities to build more algorithms and develop other uses. One manner in which we pay for Google is not by money, but by the data we leave in our wake, either intentionally or not. Also, Cloud computing becomes possible with all the servers Google compiled all over the globe. Google’s Chrome was developed as a defense against Microsoft’s Internet Explorer. Aulette’s work should make us think more about our own computing habits and does provide some historical insight into this segment of the technology sector, albeit from a Google point of view.Google has become a verb. However, remember another great company that was a verb, and has fallen out of use – Xerox. The last chapter alone, which raises many issues and thoughts for contemplation, is worth getting the book.Finally, as a consumer, one should recognize that the purpose of any business model is to monetize their product, no different than the company you work for. Google is no different. That’s capitalism and how each of us participates in our own way in the wealth of the economy.

⭐Auletta is an amazingly gifted journalist and knows how put together a hell of good story. It helps in this case that he was granted unprecedented access to the Google team and their day-to-day workings at the Googleplex. I’m really shocked by the level of access he was granted to important meetings and officials-over 150 interviews with Googlers, including 11 with CEO Eric Schmidt and several with founders Sergey Brin and Larry Page. That’s impressive.The book shares much in common with Randall Stross’s excellent Planet Google: One Company’s Audacious Plan to Organize Everything We Know. Both books recount the history of Google from its early origins to present. And both survey a great deal of ground in terms of the challenges that Google faces as it matures and the policy issues that are relevant to the company (privacy, free speech, copyright law, etc).What makes Auletta’s book unique is the way we taps his extensive “old media” world contacts and integrates such a diverse cast of characters into the narrative — Mel Karmazin (former Viacom, now Sirius XM), Bob Iger (Disney), Howard Stringer (Sony), Martin Sorrrell (WPP), Irwin Gotlieb (Group M), and even the Internet’s “inventor”-Al Gore! Auletta interviews them or recounts stories about their interactions with Google to show the growing tensions being created by this disruptive company and its highly disruptive technologies. There are some terrifically entertaining anecdotes in the book, but the bottom line is clear: Google has made a lot of enemies in a very short time.Indeed, the book is as much about the decline of old media as it is about Google’s ascendancy. What Auletta has done so brilliantly here is to tell their stories together and ask how much old media’s recent woes can be blamed on Google and digital disintermediation in general. “If Google is destroying or weakening old business models,” Auletta argues, “it is because the Internet inevitably destroys old ways of doing things, spurs `creative destruction.’ This does not mean that Google is not ambitious to grow, and will not grow at the expense of others. But the rewards, and the pain, are unavoidable,” he concludes. Google is essentially just the tip of a giant wave of digital disintermediation that is tearing through the media landscape, Auletta argues. But because it is the biggest and most visible part of this wave, it invites greater scrutiny and scorn.

⭐”When the spaceship lands in your backyard and the door opens, you just get in.” –or so says Mark Brandt, Director of Google’s Creative Labs division.Well, it’s just not that simple, as Ken Auletta illustrates in this magnificently insightful look inside one of the world’s most remarkable business success stories. Auletta artfully navigates the questions that populate the quote from Brandt:1. Who are these people?2. Where did they come from?3. How many of them are there “out there?”4. What do they say?5. Will they harm us?6. Can we trust them?7. How are they displacing established industries?8. How have they made life more efficient for us?9. What are the implications for their technological prowess in the future?10. Where might these folks take us?All these questions (and many more) are asked, answered, pondered and prodded. With the precision of a literary surgeon, Auletta explores every crook and cranny of this company, the people who inhabit it, lead it, are impacted by “them” — and the reality of living in a “Googled universe.” Auletta slices and dices this resident alien and then shares the results with those who inhabited this planet before their arrival, in prose that most all can comprehend.Essential Reading For Every Earthling. A fabulous journey up the ramp and inside the good ship Google, and the minds, motives and machinery of those who are now deeply entrenched among us.The phrase “The End of the World As We Know It” is always a precursor to “The Beginning of a Brave New World.”To be informed is indispensable to being brave.Like I said, Essential Reading For Every Earthling.

⭐not finished the book yet but reads well so far

⭐Great read very informative about Google.

⭐The book was as per the description.

⭐The book was not in good condition… The cover looked old and dirty

⭐The book is almost new. The are no marks, no ears and no missing pages. I would recommend it to anyone.

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