GOOGLED: The End of the World As We Know ItEditorial Review - Kirkus - Jane Doe
The New Yorker's "Annals of Communication" columnist Auletta (Media Man: Ted Turner's Improbably Empire, 2004, etc.) goes behind the digital revolution to detail the past decade of astonishing growth at Google.The greatest fear of Microsoft's Bill Gates—"someone in a garage who is devising something completely new"—was realized in Stanford graduate students Larry Page and Sergey Brin, who ... Read full review
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I have read several books about Google over the years, and this one is certainly the best written of them all. This is not surprising - Ken Auletta is a writer, journalist and media critic for The New Yorker. His writing is of an exceptionally high quality and a pleasure to read. The book is also very well researched, with first-hand accounts from many of the key players at Google and other companies that prominently feature in this story. Many of the stories about Google's early years have been written about before in other books and articles, but there are also a substantial number of new, untold accounts. In particular, we get a better idea of who were the important early investors in Google and the order in which they supported the fledgling company. Several not-so-famous high-level operatives are profiled who had a substantial influence on Google's development. However, even though these profiles are not the typical puff-pieces that have come to dominate the popular business press, they are not all that critical and candid either. From the point of view of writing an interesting story this is somewhat to be expected. The triumvirate that runs Google despite their incredible business success is composed of three very geeky individuals that don't necessarily have the most exciting personalities. On the other hand certain other highly visible members of the Google hierarchy perform rather obscure functions in the company that are hard to get too excited about from the outsider's point of view. None of the books about Google that have come out so far provide us with the intriguing stories of what is really going on inside Google - clashing personalities, conflicting projects, dazzling new ideas, development dead ends, etc. This is particularly noticeable when comparing books about Google to books about some other prominent technology companies - Apple, Amazon, Microsoft, etc. Apple in particular, even though infamous for the level of secrecy, has enjoyed a spate of recent books and articles that reveal much more about its product development and internal affairs than any one of the books about Google that are out there.