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Googled: The End Of The World As We Know It (2009)

by Ken Auletta(Favorite Author)

3.56 of 5 Votes: 3

ISBN

1594202354 (ISBN13: 9781594202353)

languge

English

genre

History & Biography

publisher

Penguin Press HC, The

review 1: Glad I finally got around to this one. Much of Google's history has become pretty public knowledge but Auletta dives deeper than most. Whenever a company becomes as powerful as Google (i.e Microsoft, GM, GE, Disney, etc.) there is so much be learned in their history, successes and failures. I think society has accepted the value of biographies but these company profile/expose books or whatever you want to call them are becoming equally valuable. Just breaking down the theory and negotiation of some of Google's biggest acquisitions was worth the admission price alone. Hearing the stories of incumbent media companies doubting and then fearing Google is priceless. If you're an Android nerd like I am you will love the origins of the mobile OS and the struggles with carri... moreers and FCC regulations. Who knew that was all it took to establish a dominant mobile empire without even really trying that hard? The sub-title is a little misleading. Never did I feel like Auletta really believed that Google was changing the world in an evil way. And for what it's worth, the book goes on lots of useful tangents about companies other than Google. This isn't a prophetic call to arms to stop a monopolistic monster. But it is a fantastic examination of the the most fascinating company of the digital generation.
review 2: Consider for a minute the impact of a company born less than 15 years ago. It's reach is far, inducing competitive anger and fear in the world of tech, electronics, advertising and media. By some measures, Google has become one of the most valuable brands in the world. The likes of Sheryl Sandburg (Facebook), Marissa Mayer (Yahoo!) and Ray Kurzweil have all been or are part of Google, and it continues to be a magnet for the best engineering minds of the day. And this is Auletta's greatest critique. While Google, good or bad, is extremely successful at ushering in new media, it lacks a social element that's needed for survival. Google is a machine, run by engineering minds that don't understand how to relate in a social way.Fascinating read for those interested in how one of the most influential companies of our time began and may possibly end. less

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