What Would Google Do?

Hardcover | 27 January 2009

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What's the question every business should be asking itself? According to Jeff Jarvis, it's WHAT WOULD GOOGLE DO? If you're not thinking or acting like Google - the fastest-growing company in the history of the world - then you're not going to survive, let alone prosper, in the Internet age.

An indispensable manual for survival and success that asks the most important question today's leaders, in any industry, can ask themselves: What would Google do?

To demonstrate how to emulate Google, Jarvis lays out his laws of what he calls "the new Google century," including such insights as:

Think Distributed
Become a Platform
Join the Post-Scarcity, Open-Source, Gift Economy
The Middleman Has Died
Your Worst Customers Are Your Best Friends and Your Best Customers Are Your Partners
Do What You Do Best and Link to the Rest
Get Out of the Way
Make Mistakes Well
... and More

He applies these principles not just to emerging technologies and the Internet, but to other industries-telecommunications, airlines, television, government, healthcare, education, journalism, and yes, book publishing-showing ultimately what the world would look like if Google ran it. The result is an astonishing, mind-opening book that will change the way readers ask questions and solve problems.

Industry Reviews

"[Jarvis's] bold thinking and prodigious faith results in a rollicking sermon on reinvention and reinvigoration."--Miami Herald
"[Jarvis's] observations are worth reading....We're never going to unplug the Internet, so read this book with the long view in mind. Mr. Jarvis's rules don't all apply to you, but they're all true enough for someone"--Wall Street Journal
"[Jarvis] is an intelligent observer of technology and the media and has intellectual scruples.... [T]here are lessons to be learnt from Google and its single-minded determination to change how business is done."--Financial Times
"Blogger/columnist Jeff Jarvis's treatise on how--and why--companies should think and act like Google brings to mind several trite words from the world of literary criticism: eye-opening, thought-provoking and enlightening."--USA Today

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WWGD?	p. 1
Google Rules	p. 9
New Relationship	p. 11
Give the people control and we will use it
Dell hell
Your worst customer is your best friend
Your best customer is your partner
New Architecture	p. 24
The link changes everything
Do what you do best and link to the rest
Join a network
Be a platform
Think distributed
New Publicness	p. 40
If you're not searchable, you won't be found
Everybody needs Googlejuice
Life is public, so is business
Your customers are your ad agency
New Society	p. 48
Elegant organization
New Economy	p. 54
Small is the new big
The post-scarcity economy
Join the open-source, gift economy
The mass market is dead-long live the mass of niches
Google commodifies everything
Welcome to the Google economy
New Business Reality	p. 70
Atoms are a drag
Middlemen are doomed
Free is a business model
Decide what business you're in
New Attitude	p. 82
There is an inverse relationship between control and trust
Trust the people
Listen
New Ethic	p. 91
Make mistakes well
Life is a beta
Be honest
Be transparent
Collaborate
Don't be evil
New Speed	p. 103
Answers are instantaneous
Life is live
Mobs form in a flash
New Imperatives	p. 109
Beware the cash cow in the coal mine
Encourage, enable, and protect innovation
Simplify, simplify
Get out of the way
If Google Ruled the World	p. 119
Media	p. 123
The Google Times: Newspapers, post-paper
Googlewood: Entertainment, opened up
GoogleCollins: Killing the book to save it
Advertising	p. 145
And now, a word from Google's sponsors
Retail	p. 153
Google Eats: A business built on openness
Google Shops: A company built on people
Utilities	p. 162
Google Power & Light: What Google would do
GT&T: What Google should do
Manufacturing	p. 172
The Googlemobile: From secrecy to sharing
Google Cola: We're more than consumers
Service	p. 182
Google Air: A social marketplace of customers
Google Real Estate: Information is power
Money	p. 189
Google Capital: Money makes networks
The First Bank of Google: Markets minus middlemen
Public Welfare	p. 199
St. Google's Hospital: The benefits of publicness
Google Mutual Insurance: The business of cooperation
Public Institutions	p. 210
Google U: Opening education
The United States of Google: Geeks rule
Exceptions	p. 222
PR and lawyers: Hopeless
God and Apple: Beyond Google?
Generation G	p. 229
Continuing the conversation	p. 243
Acknowledgments and disclosures	p. 245
Index	p. 247
Table of Contents provided by Ingram. All Rights Reserved.

What Would Google Do?

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Zero to One

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