Googled: The End of the World as We Know it

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Virgin Books, 2009 - Business & Economics - 384 pages
22 Reviews
There are companies that create waves and those that ride or are drowned by them. This is 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, Ken Auletta reveals how the industry is being disrupted and redefined. On one level Auletta uses Google as a stand-in for the digital revolution as a whole - and goes inside Google's closed door meetings, introducing Google's notoriously private founders, Larry Page and Sergey Brin, as well as those who work with - and against - them. Besides the fullest account ever told of Google's rise, the reader discovers the 'secret sauce' of Google's success, and shows how and why the worlds of 'new' and 'old' media often communicate as if residents of different planets. It may send chills down traditionalists' spines, but it's a crucial roadmap to how media business may be done going forward. For the Google story may well be the canary in the coal mine. Googled is candid and authoritative - based on extensive research including in-house at Google HQ - and it doesn't flinch from outlining the negatives related to the Google worldview, as well as charting the extraordinary vision and business acumen that brought us the phenomenon of the uber search engine. And crucially, it's not just a history or reportage: it's forward-looking. This book is ahead of the curve, unlike any Google books that have gone before - which tend to have been near-histories, somewhat starstruck, now out of date, or don't look at the full synthesis of business and technology.

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Review: Googled

User Review  - Dennis Osborne - Goodreads

Very interesting background on Google and its principals. Very well researched Read full review

Review: Googled: The End of the World as We Know It

User Review  - Chris Jennings - Goodreads

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 (ie Microsoft ... Read full review

About the author (2009)

Ken Auletta, one of the pre-eminent US-based business journalists of the past thirty years, has written the Annals of Communications column for The New Yorker since 1992. He is the author of ten books, including four US bestsellers: Three Blind Mice: How the TV Networks Lost Their Way; Greed and Glory on Wall Street: The Fall of the House of Lehman and World War 3.0: Microsoft and Its Enemies. He lives in Manhattan with his wife, the agent Amanda Urban.

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