by Jeff Jarvis (Author)What Would Google Do? (Hardcover) Review

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by Jeff Jarvis (Author)What Would Google Do (Hardcover) ReviewIn this book Jeff Jarvis attempts to dissect why Google has become the fastest growing company in the history of the planet. He studies their laws and ethos and then applies it to other industries, showing how they can `googlify' themselves for the post internet world. To many extents this book succeeds, except for a couple of major failings.
I regularly listen to Jeff on Leo Laporte's Twit (This Week in Tech) network which is worth seeking out if you're not aware of it, where he shows he is the right author for this book. He has years of experience in the entertainment and internet industry and has a deep understanding of Google's methods.
I had high hopes for this title, that I would walk away enlightened, with new business ideas. I did. However I'm not as sure of them as I perhaps should be. You see Jeff explains why `everything should be searchable and linkable', why `you can't beat free', why `atoms are the old method, internet is the new'. So why is Jeff publishing this as a book, not a free, advert supported eBook or a website? Money, that's why. He says it himself in the book. So if you can't practice what you preach (and it's very preachy), why should I believe your other advice Jeff? Is your book not available free online because that method doesn't work? Because it isn't viable?
Jeff talks about web content and how the mass of niches will beat the old system - being able to find what you want rather than being told. Which is accurate, but he largely ignores the argument of quality over quantity, that the mass of niches will only work if great content is produced and wins out. For the most part he ignores that the reason Google succeeds is because they make great quality products for free. How many people can afford to do that? Not Jeff, he's got my money.
Lastly, he talks about the power of the masses, the bloggers, how customer services (CS) is everything. How a company should spend it's money on CS, not advertising, let your fans be your adverts. Fine point. But if that happened, Google, who's revenue stream is advertising, would die a horrible death.
There is much to like about this book. It really does give a good snapshot of how marketing and the internet is changing and should be read by every CEO to understand the power great products and good customer service. Just don't expect it to change your business models, yet.by Jeff Jarvis (Author)What Would Google Do (Hardcover) Overview

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