31 of 37 people found the following review helpful
Why Google matters,
This review is from: Googled: The End of the World As We Know It (Hardcover)
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"Googled" by Ken Auletta chronicles the rise of Google from its auspicious origins within the labs of Stanford University to its becoming perhaps the most influential technology company in Silicon Valley today. Mr. Auletta, who has covered the media and technology industries for many years, has drawn on his many dozens of personal interviews with key players to tell this remarkable story as only he can. Full of interesting anecdotes, insight and analysis, this highly readable book explains why Google matters a lot to consumers, businesses and policy makers.
Mr. Auletta excels at writing Google's corporate history, dedicating individual chapters to each year of its development from 1999 through 2008. Like many Internet success stories, we become acquainted with Larry Page and Sergey Brin, two (more or less) socially-awkward but undeniably brilliant persons who have remained true to their vision of making information accessible to end users via the Internet. Mr. Auletta explains that Google's focus on perfecting its proprietary search algorithms has proven to be widely disruptive to technology and media companies alike; while its control of information has garnered attention from governments and non-governmental organizations who are concerned about issues of corporate power and personal privacy.
Mr. Auletta discusses how Google's growth has posed challenges within to its management, corporate culture and strategy. While generally praising Page and Brin for their decisions, Mr. Auletta is concerned that Google's founders, who have yet to be confronted with the kind of adversity that afflicts most business owners, could be overlooking some of the external threats to the company's long-term viability; chief among these are what Mr. Auletta believes are legitimate public concerns about the use of private information for profit. Yet, it is clear from the author's thoughtful analysis that the technology and data Google collects has uniquely positioned the company to continue to take advantage of, if not define, the media/technology landscape for the foreseeable future.
I highly recommend this book to everyone.