Googled by Ken Auletta

Googled: The End Of The World As We Know It… (and I feel fine). I spend a great deal of time each day conducting Google searches. In fact, I consider Google to be one of the most useful tools in my life. Something tells me I am not the only one who feels this way.

While the Internet makes information available to everyone, Google provides users with lightening quick results to search queries. However, as Googled author Ken Auletta points out, that is certainly not all Google does. More than threatening traditional media outlets with targeted advertising and the organization of Web content, Google’s ambitions with book scanning; in addition to their acquisitions of smaller organizations, stirred tensions with companies like Microsoft, Facebook, Apple, the publishing industry, etc… Auletta provides a long list.

Throughout Googled, Auletta also questions the supposed struggle of an engineering ethos claiming “Don’t be evil” in the face of corporate demands for continual growth. I get the sense from reading this book that despite all their accomplishments, Google may operate as a rather “unfocused” business entity. In providing a corporate conceptual framework for his assertion, Auletta draws from interviews he conducted with Google officers to make the case that Google could be generating unprecedented income even beyond what they have already amassed and redistributed.

Ken Auletta also explains how and why Google has earned the reputation for being one of the best brands in the world. In addition, he presents future challenges Google faces through foreseeable competitive struggles, including those that involve legal proceedings. Questions of disorganization and hubris are raised—perhaps unfairly. Judge for yourself.

While I am not a fan of reading about corporate structures and business histories, for the most part I did like this book. What I enjoyed most was reading about the respective backgrounds of Google founders, Sergey Brin and Larry Page, the inspiration they found in Richard Feynman and Nikola Tesla, their intellectual upbringings, and their advanced studies at Stanford. I wish Googled was more about the founders and their intellectual pursuits rather than business deals. Still it was an eye-opening read.
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Ken Auletta has written Annals of Communication columns and profiles for The New Yorker magazine since 1992. He is the author of eleven books, including five national bestsellers… (read more)

3 Responses to “Googled by Ken Auletta”

  1. doubtfulpoet Says:

    I’m a wiki freak. It has to be the research tool for all students around the globe. Don’t know something? Ask Wiki lol 🙂

    • Welcome back 🙂 I’m kind of a Google freak myself—learning how to consult Google Analytics these days. I think your blog is great! Cheers

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