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An interesting look at the start of Google 💚Erika 💚 Real Happy Mom

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Googled: The End of the World As We Know It Hardcover – November 3, 2009

by Ken Auletta (Author)

4.3 142 ratings

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A revealing, forward-looking examination of the outsize influence Google has had on the changing media Landscape.

There are companies that create waves and those that ride or are drowned by them. As only he can, bestselling author Ken Auletta takes readers for 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, Auletta reveals how the industry is being disrupted and redefined.

Using Google as a stand-in for the digital revolution, Auletta takes readers inside Google?s closed-door meetings and paints portraits of Google?s notoriously private founders, Larry Page and Sergey Brin, as well as those who work with?and against?them. In his narrative, Auletta provides the fullest account ever told of Google?s rise, shares the ?secret sauce? of Google?s success, and shows why the worlds of ?new? and ?old? media often communicate as if residents of different planets.

Google engineers start from an assumption that the old ways of doing things can be improved and made more efficient, an approach that has yielded remarkable results? Google will generate about $20 billion in advertising revenues this year, or more than the combined prime-time ad revenues of CBS, NBC, ABC, and FOX. And with its ownership of YouTube and its mobile phone and other initiatives, Google CEO Eric Schmidt tells Auletta his company is poised to become the world?s first $100 billion media company. Yet there are many obstacles that threaten Google?s future, and opposition from media companies and government regulators may be the least of these. Google faces internal threats, from its burgeoning size to losing focus to hubris. In coming years, Google?s faith in mathematical formulas and in slide rule logic will be tested, just as it has been on Wall Street.

Distilling the knowledge accrued from a career of covering the media, Auletta will offer insights into what we know, and don?t know, about what the future holds for the imperiled industry.

Editorial Reviews

From Publishers Weekly

Two Googles emerge in this savvy profile of the Internet search octopus. The first is the actual company, with its mixture of business acumen and naïve idealism (Don't Be Evil is the corporate slogan); its brilliant engineering feats and grad-students-at-play company culture; its geek founders, Sergey Brin and Larry Page, two billionaires who imbibe their antiestablishment rectitude straight from Burning Man; its pseudo-altruistic quest to offer all the world's information for free while selling all the world's advertising at a hefty profit. The second Google is a monstrous metaphor for all the creative destruction that the Internet has wrought on the crumbling titans of old media, who find themselves desperately wondering how they will make money off of news, music, video and books now that people can Google up all these things without paying a dime. The first Google makes for a standard-issue tech-industry grunge-to-riches business story, its main entertainment value being Brin's and Page's comical lack of social graces. But New Yorker columnist Auletta (World War 3.0: Microsoft and Its Enemies) makes the second Google a starting point for a sharp and probing analysis of the apocalyptic upheavals in the media and entertainment industries. (Nov. 3)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review

“This is an engrossing look at Google and the broader trends in information and entertainment in the Internet age.”—Booklist, Starred Review

“[A] savvy profile of the Internet search octopus….[and] a sharp and probing analysis of the apocalyptic upheavals in the media and entertainment industries.”—Publishers Weekly

“Auletta uncovers some endlessly colorful material and assesses [Google’s] prospects critically but fairly.”—Kirkus Reviews

“Auletta has captured something critical and true about the tribe that made the enormous success of Google possible. His understanding is critical and essential for anyone trying to predict how long this run of enormous success will continue. Bottom line: Not forever, and maybe not much longer. Here's exactly why.”—Larry Lessig, author of Remix: Making Art and Commerce Thrive in the Hybrid Economy and Free Culture: The Nature and Future of Creativity

“A uniquely incisive account of the new Internet revolution, powered by Ken Auletta’s unparalleled access. Essential reading.”—Marc Andreessen, founder of Netscape and co-founder of Ning

"Ken Auletta has produced the seminal book about media in the digital age. It is a triumph of reporting and analysis, filled with revealing scenes, fascinating tales, and candid interviews. Google is both a driver and a symbol of a glorious disruption in the media world, and Auletta chronicles, in a balance and thoughtful way, both that glory and that disruption."—Walter Isaacson, author of Einstein: His Life and Universe and Benjamin Franklin: An American Life

Product details

Publisher ‏ : ‎ Penguin Press; First Edition (November 3, 2009)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 400 pages
ISBN-10 ‏ : ‎ 1594202354
ISBN-13 ‏ : ‎ 978-1594202353
Item Weight ‏ : ‎ 1.45 pounds
Dimensions ‏ : ‎ 6.5 x 1.25 x 10 inches

Best Sellers Rank: #1,384,143 in Books (See Top 100 in Books)
- #375 in Media & Communications Industry (Books)
- #1,056 in Computers & Technology Industry
- #4,513 in Communication Skills

Customer Reviews:
4.3 142 ratings

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Ken Auletta

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Ken Auletta has written the Annals of Communications column for The New Yorker since 1992. He is the author of twelve books, including 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. In naming him America's premier media critic, the Columbia Journalism Review said, "no other reporter has covered the new communications revolution as thoroughly as has Auletta." He lives in Manhattan with his wife.

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Customers say

Customers find the book easy to read and well-researched. They appreciate the interesting stories and insights. However, opinions differ on the information quality - some find it informative and insightful, while others feel there is too much information and not enough new content to fill a book over 350 pages.

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Readability Story quality Information quality

23 customers mention "Readability"23 positive0 negative

Customers find the book easy to read and informative. They describe it as an excellent read with insightful observations. The book is well-researched and quick to read.

"...The book is balanced. Auletta does not shy away from discussing the problems with Google, but he also highlights the company's many accomplishments...." Read more

"...Like I said, Essential Reading For Every Earthling." Read more

"An excellent read, with many insightful observations and surprisingly candid quotes from Google executives and other insiders about Google's..." Read more

"...Googled" is a fun, easy and extremely informative read...." Read more

13 customers mention "Story quality"13 positive0 negative

Customers find the story interesting and engaging. They appreciate the anecdotes, insights, and implications for companies. The book is a good compilation of past events for those interested in the interaction between Google and its employees. However, some readers feel the content could be longer.

"...This is a good compilation of past events for those interested in the interaction of the many various industries affected by Google ... television,..." Read more

"An excellent read, with many insightful observations and surprisingly candid quotes from Google executives and other insiders about Google's..." Read more

"...There are some terrifically entertaining anecdotes in the book, but the bottom line is clear: Google has made a lot of enemies in a very short..." Read more

"...There are amusing yet telling stories, like Mel Karmazin's first visit to Google in 2003, when he actually declared that measurement was "f@#$ing..." Read more

6 customers mention "Information quality"3 positive3 negative

Customers have different views on the information quality. Some find it informative and interesting, while others feel there is too much information and not enough new content to fill a book over 350 pages. The story is described as good but poorly told.

"...A fabulous journey up the ramp and inside the good ship Google, and the minds, motives and machinery of those who are now deeply entrenched among..." Read more

"...Interesting in places, but not enough new content to fill up a book over 350 pages." Read more

"How Geneses of Real Google...." Read more

"...Oh yes, "search" is now a commodity and there is no more real information. Great." Read more

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taz
How Geneses of Real Google.
Reviewed in the United States on September 18, 2023
Verified Purchase
Auletta's book is well-written and informative. The book provides comprehensive overview of how Google's history and its impact on the media industry came being. He also offers his own insights and opinions, which adds to the book's value.

The book is balanced. Auletta does not shy away from discussing the problems with Google, but he also highlights the company's many accomplishments. He presents a fair and objective portrait of Google, which is refreshing in today's polarized media landscape.

Overall, Googled is an excellent book that is essential reading for anyone who wants to understand Google and its impact on the world.

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Larry R Frank Sr, MBA, CFP
Read, as a corporate biography, and it shouldn't disappoint ...
Reviewed in the United States on January 6, 2010
Verified Purchase
... but, you should not expect huge new insights (ahead of what Google may announce).

Auletta does an excellent job capturing the biography of Google along with snippets of the lives of those involved with Google and other companies from 1998 to 2009. Google's customer focus, math, algorithms, emphasis on engineers and twenty percent of their time on their own ideas and projects, and their mantra "Do no evil" has paid off.

However, I'm reminded of my business school professor's constant theme for case studies - the winners who have survived write the history. Therefore, there is a bit of survivor bias to any such work. This is not meant to take away from the merits of Google or Auletta's work documenting them; simply to recall that a different confluence of events may have produced much different results and this hindsight does not suggest the future would be the same.

This is a good compilation of past events for those interested in the interaction of the many various industries affected by Google ... television, advertising, music/recording, newspapers, news wire services, book publishing, broadcast radio, movie business, telephone companies ... as well as specific companies like Microsoft and Yahoo. This comes directly from the free time engineers get to dream up new ideas constantly. Moreover, from the old industry's failure to recognize how to use the internet, or that Google is a platform, or Google's business model.

The biggest prize Google gets with all of its projects? More data; and with more data comes more opportunities to build more algorithms and develop other uses. One manner in which we pay for Google is not by money, but by the data we leave in our wake, either intentionally or not. Also, Cloud computing becomes possible with all the servers Google compiled all over the globe. Google's Chrome was developed as a defense against Microsoft's Internet Explorer. Aulette's work should make us think more about our own computing habits and does provide some historical insight into this segment of the technology sector, albeit from a Google point of view.

Google has become a verb. However, remember another great company that was a verb, and has fallen out of use - Xerox. The last chapter alone, which raises many issues and thoughts for contemplation, is worth getting the book.

Finally, as a consumer, one should recognize that the purpose of any business model is to monetize their product, no different than the company you work for. Google is no different. That's capitalism and how each of us participates in our own way in the wealth of the economy.

Wealth Odyssey: The Essential Road Map For Your Financial Journey Where Is It You Are Really Trying To Go With Money?

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Bill Dahl
Required Reading For Every Earthling
Reviewed in the United States on January 10, 2010
Verified Purchase
"When the spaceship lands in your backyard and the door opens, you just get in." --or so says Mark Brandt, Director of Google's Creative Labs division.

Well, it's just not that simple, as Ken Auletta illustrates in this magnificently insightful look inside one of the world's most remarkable business success stories. Auletta artfully navigates the questions that populate the quote from Brandt:

1. Who are these people?

2. Where did they come from?

3. How many of them are there "out there?"

4. What do they say?

5. Will they harm us?

6. Can we trust them?

7. How are they displacing established industries?

8. How have they made life more efficient for us?

9. What are the implications for their technological prowess in the future?

10. Where might these folks take us?

All these questions (and many more) are asked, answered, pondered and prodded. With the precision of a literary surgeon, Auletta explores every crook and cranny of this company, the people who inhabit it, lead it, are impacted by "them" -- and the reality of living in a "Googled universe." Auletta slices and dices this resident alien and then shares the results with those who inhabited this planet before their arrival, in prose that most all can comprehend.

Essential Reading For Every Earthling. A fabulous journey up the ramp and inside the good ship Google, and the minds, motives and machinery of those who are now deeply entrenched among us.

The phrase "The End of the World As We Know It" is always a precursor to "The Beginning of a Brave New World."

To be informed is indispensable to being brave.

Like I said, Essential Reading For Every Earthling.

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2 people found this helpful

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Jake E. Hamby
Google from its founding to 2009
Reviewed in the United States on July 29, 2015
Verified Purchase
An excellent read, with many insightful observations and surprisingly candid quotes from Google executives and other insiders about Google's disruptive role in the advertising, media, and technology worlds.

While the trends in the book have advanced in the years since it was written, the core challenges of Google's business model, its relationship to its users and competitors, and Google's corporate culture, remain largely the same.

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Lavena
Four Stars
Reviewed in India on March 24, 2016
Verified Purchase
The book was as per the description.

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fabrizio
Book in perfect conditions
Reviewed in the United Kingdom on September 2, 2013
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The book is almost new. The are no marks, no ears and no missing pages. I would recommend it to anyone.

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松下重悳
Googleの全てを客観的に描く
Reviewed in Japan on June 29, 2010
Verified Purchase
　Google社の誕生以来の歴史、現在、将来を、詳細に網羅する。この種の本にあり勝ちなチョウチン記事はなく、勝ち取った成功も、成功の副作用として湧き上がった旧体制からの反発も、将来の夢もリスクも描いて客観的だ。
　Google幹部や対抗勢力の有力者など個々人の喜怒哀楽まで描いて面白い。驚異的な取材量だ。無数のインタビューと文献を綴って構成する方針なので、甲論乙駁があり、独断や偏りのない記述になっている。Google社をバランスよく詳細レベルで理解する上でまたとない本である。
　Google社は今最も注目されている国際企業の一つだ。誰もがそのサービスのお世話になっている。本書で同社の企業理念と歴史を明確に知ることにより、サービス内容や企業戦略がなぜ今そうなっているのかをより良く理解することが出来て興味深い。
　若干冗長で大冊になっており、我々外国人の読者には重荷だ。但し文章は平易で楽しく読める。

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Oluyinka Kolawole
Four Stars
Reviewed in the United Kingdom on December 1, 2015
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not finished the book yet but reads well so far

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ashish
One Star
Reviewed in India on April 17, 2015
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The book was not in good condition... The cover looked old and dirty

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