Book Reviews »

In a book entitled “What Would Google Do?” Jeff Jarvis has written a compelling book on how Google has used the internet to impact culture, marketing, and advertising.  The phenomenal success and rapid growth of this company is integral in his using Google as a model.  Trends are also identified…customers are now in charge, the mass market has been replaced by a mass of niches.  The economy shift from one of scarcity to one of abundance is eye opening.  Openness is a key to internet success.   Networks, and the platforms upon which they are built, enable customers and users to create products, businesses, communities, and networks of their own.  Ultimately, it’s NOT about Google though, it’s about YOU.  That is exciting news to me…we too can become internet giants and pursue our dreams and visions, reaching incredible success by following some basic tenets.

The author says that those reaching pinnacle success utilizing the internet, see the world differently than the average person.  Mark Zuckerberg of Facebook, Craig Newmark of Craigslist, Jimmy Wales co-founder of Wikipedia, Jeff Bezos of Amazon, Kevin Rose creator of Digg, are just a few examples of innovative thinking.

Jeff Jarvis offers further advice, especially for those in business.  Adages such as “your worst customer is your best friend” or “your best customer is your partner” are food for thought.  Google yourself.  You need a search presence.  Use blog search engines such as Technorati, Icerocket, Blogpulse, YouTube, Twitter, Facebook.   Blog, interact with bloggers, enable customers to critique and share ideas…it’s all about people and making new connections and developing relationships!   The author tells us to do what we do best and link to the rest, as the link brings forth specialization and fosters collaboration and demand for high quality.

One of the authors’ most prolific statements is that Google has spawned a new business model of FREE!   In order to be truly competitive today, offer as many free services as possible, because that is impossible to compete against.  Build a following, maximizing value, and later profits thru advertising will come.

Jeff Jarvis uses the prime example of a retailer, Gary Vaynerchuk, who used many of the lessons illustrated in this book to grow and propel his wine merchant business to huge success.  With branding and online positioning, an internet empire was built.

The last several chapters of this fascinating book are used with examples of what other industries could be like if they modeled Google.   The airline industry, manufacturing, education, cable and telephone, real estate, etc. are all given a new future with innovation and change, Googlethink style.

Jarvis concludes his book by saying this is only the beginning, an exciting future awaits in the Google era.  Are you thinking of how to make your company better, develop new products, offer better value to your customers?  I’m wondering about mine, how to employ Googlethink in my business model, and using such an innovative mindset to reach new pinnacles of achievement.