What Would Google Do? on sale today

What Would Google Do? goes on sale today. Yay! You can buy it it (please) from Amazon, Barnes & Noble, or Borders. Here’s the audiobook.

I hope to continue the conversation that went into the book and comes out. So I’ll be putting up 30 days of WWGD? – a snippet a day from all over the book. (There’ll also be a way to read the text in a HarperCollins widget; we’ll be offering a video synopsis, an v-book (e-book with videos); I’ll also put up a free version of WWGD? – The PowerPoint. There’ll be a larger excerpt — two chapters — on Business Week later this week; I’ll link when they’re up.

For the first snippet, there’s no better place to start than the beginning:

* * *

It seems as if no company, executive, or institution truly understands how to survive and prosper in the internet age.

Except Google.

So, faced with most any challenge today, it makes sense to ask: WWGD? What would Google do? In management, commerce, news, media, manufacturing, marketing, service industries, investing, politics, government, and even education and religion, answering that question is a key to navigating a world that has changed radically and forever.

That world is upside-down, inside-out, counterintuitive, and confusing. Who could have imagined that a free classified service could have had a profound and permanent effect on the entire newspaper industry, that kids with cameras and internet connections could gather larger audiences than cable networks could, that loners with keyboards could bring down politicians and companies, and that dropouts could build companies worth billions? They didn’t do it by breaking rules. They operate by new rules of a new age, among them:

• Customers are now in charge. They can be heard around the globe and have an impact on huge institutions in an instant.
• People can find each other anywhere and coalesce around you—or against you.
• The mass market is dead, replaced by the mass of niches.
• “Markets are conversations,” decreed The Cluetrain Manifesto, the seminal work of the internet age, in 2000. That means the key skill in any organization today is no longer marketing but conversing.
• We have shifted from an economy based on scarcity to one based on abundance. The control of products or distribution will no longer guarantee a premium and a profit.
• Enabling customers to collaborate with you—in creating, distributing, marketing, and supporting products—is what creates a premium in today’s market.
• The most successful enterprises today are networks—which extract as little value as possible so they can grow as big as possible—and the platforms on which those networks are built.
• Owning pipelines, people, products, or even intellectual property is no longer the key to success. Openness is.

Google’s founders and executives understand the change brought by the internet. That is why they are so successful and powerful, running what The Times of London dubbed “the fastest growing company in the history of the world.” The same is true of a few disruptive capitalists and quasi-capitalists such as Mark Zuckerberg, founder of Facebook; Craig Newmark, who calls himself founder and customer service representative—no joke—at craigslist; Jimmy Wales, cofounder of Wikipedia; Jeff Bezos, founder of Amazon; and Kevin Rose, creator of Digg. They see a different world than the rest of us and make different decisions as a result, decisions that make no sense under old rules of old industries that are now blown apart thanks to these new ways and new thinkers.

That is why the smart response to all this change is to ask what these disrupters—what Mark, Craig, Jimmy, Jeff, Kevin, and, of course, Google—would do. Google generously shares its own philosophy on its web site, setting out the “10 things Google has found to be true.” They are smart but obvious PowerPoint lines helpful in employee indoctrination (especially necessary when your headcount explodes by 50 percent in a year—to 16,000 at the end of 2007 and to 20,000 before the end of the following year): “Focus on the user and all else will follow,” Google decrees. “It’s best to do one thing really, really well.?.?.?.??Fast is better than slow.?.?.?.??You can make money without doing evil.?.?.?.??There’s always more information out there.?.?.?.??The need for information crosses all borders.?.?.?.” These are useful, but they don’t tell the entire story. There’s more to learn from watching Google.

The question I ask in the title is about thinking in new ways, facing new challenges, solving problems with new solutions, seeing new opportunities, and understanding a different way to look at the structure of the economy and society. I try to see the world as Google sees it, analyzing and deconstructing its success from a distance so we can apply what we learn to our own companies, institutions, and careers. Together, we will reverse-engineer Google. You can bring this same discipline to other competitors, companies, and leaders whose success you find puzzling but admirable. In fact, you must.

  • http://www.digidave.org Digidave

    Do I get to be the first to offer a congrats?!!?!

    Congrats!!!!

  • http://budman.tv Richard Budman

    Congrats Mr. Jarvis (or as my people would say, “Mazeltov”)
    I hope it comes out in Canada today to. I’ll be at the book store later asking for it.

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  • http://twitter.com/cheeky_geeky Mark Drapeau

    Just so you know, I bought it at a DC Border’s on Sunday. Mark @cheeky_geeky

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  • http://wcbstv.com Dan Shelley

    Would Google publish an old fashioned cardboard-and-paper book? I don’t know. But I’m sure glad you did, Jeff. Thanks.

  • http://seogroup.com/blog Jacqueline (SEOGroup Blogger)

    I’m planning on picking it up at Borders after work today – I’m looking forward to reading it!

  • David Chen

    You didn’t actually talk to people at Google, did you? ‘From a distance’?

    • http://www.buzzmachine.com Jeff Jarvis

      Right. The story of Google has been told. I wanted to analyze their success from a distance.

  • http://willitbrand.blogspot.com Pedro Rocha
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  • http://24timmarsbloggen.se/ Björn Hagström

    This looks very interesting. I would like to listen to it as I go to work (ipod rules:). Is there a way to get it without drm? I don’t spend money on crippleware:/

  • Kate

    Just finishing the book now (snow day!). My head is spinning….in a good way. Thank you!

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  • http://www.taoscoach.com Cowboy Steve

    Jeff Jarvis

    WWGD is the best business book of 2009!

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  • http://www.aptsoft.net AptSoft

    [..] Google’s founders and executives understand the change brought by the internet. That is why they are so successful and powerful, running what The Times of London dubbed [..]
    It’s so interesting, since we know that Google is the most successful site in the world.

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  • Masseyme

    So excited!

  • Misty Montrieu

    The thing about ‘do no evil’ by google is false. they obviously do evil (for e.g. organic searches are organic only in statement) and then vehemently deny it.

  • http://citygirlsearching.blogspot.com/ CityGirl

    Fascinating thoughts…it all seems to simple but you’ve hit the nail on the head…what would google do?? I’m going to apply that same principle to my blog from now…how to grow my readership?? Well, WWGD? Thanks for the great article!

    http://citygirlsearching.blogspot.kr/

  • sue vanags

    Interesting.

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  • Blemaire

    Enjoying the book, required reading for my Coursera course Understanding Media by Understanding Google – I am enjoying every page.

    • pavni

      do you have a soft copy of it. i am taking the course too but cant buy the book. if you do please email it to me at – pavnipuri@gmail.com

      • http://www.kjbarrettcrm.com Kevin Barrett

        I used to buy hard copy books.. I have 3 libraries strewn across the globe, which I no longer have access to.. Now for me only digital copies and ebooks. I am also taking the Northwestern University course “Understanding Media by Understanding Google” by Professor Owen R. Youngman using the Coursera PLATFORM… EXCELLENT and Thank You Jeff Jervis for an insightful work…

        • nljfs

          I’m lucky the local library had copies of every book on the list. Some even on CD so I can listen on the way to work.

    • http://buzzmachine.com Jeff Jarvis

      Thanks!

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  • http://in.linkedin.com/in/ashvyas Ash Vyas

    It’s really interesting excerpt of the book. The takeaway is do not think about how you will sell your product rather think about how will your customers be happy? That’s the secret of success

  • Enivah Mutsau

    Is there still something else to discover or all is taken? Do I need a scientific mind to see things different? it seems most of these sharp minds are also coming from rich scientific backgrounds

  • https://www.facebook.com/PrattleOnBoyo?ref=br_rs Prattle On, Boyo

    Google, is, in fact, doing evil by virtue of the fact that it does not respect user privacy. Further, it goes well out of its way to appear to afford privacy a modicum of importance, however, in the final analysis, the end result is the same – user data is sold off without any further knowledge of who it’s going to or why. And most importantly, how it may come back to bite you in the @ss. That’s the game you play when you use google. But it doesn’t have to be that way. Substitute the search engine DuckDuckGo for google. Same results but it doesn’t track you.

  • Susmitha

    Am listening to the electronic version read by Jarvis himself. Got it from my local library.

  • stevekramer99

    No it’s not the whole book

  • nljfs

    As Kevin says 1 step at at a time. In a couple of weeks it’ll all be old hat it’s a good platform.

  • http://buzzmachine.com Jeff Jarvis

    Dear Nitin,
    Owen is a great teacher and I know you’ll enjoy the course.
    I don’t know where to do that except at Amazon. Sorry I don’t have a better answer.
    jeff