Inside the Google campus, Auletta finds a culture driven by brilliant engineers in which even the most basic ways of doing things are questioned. His reporting shines light on how Google has been so hugely successful - and why it could slip. On one hand, Auletta reveals how the company has innovated, from Gmail, Google Maps, and Google Earth, to YouTube, search, and other seminal programs. On the other, he charts its conflicts: the tension between massive growth and its mandate of "Don't be evil"; the limitations of a belief that mathematical algorithms always provide correct answers; and the collisions of Google engineers who want more data with citizens worried about privacy.
More than a comprehensive study of media's most powerful digital company, Googled is also a lesson in new media truths. Pairing Auletta's unmatched analysis with vivid details and rich anecdotes, it shows how the Google wave grew, how it threatens to drown media institutions once considered impregnable - and where it is now taking us all.
©2009 Ken Auletta; (P)2009 Brilliance Audio, Inc.
This book will make you understand where Google came from and has lots of details from the research the author did.
Found it to be a bit more lengthy than it needs. My attention wandered off at times.
I also think it's up to date until 2011. As the book states many times, the speed the technology world changes is amazing. Since the book was written Google Wave was tried and failed, Google Music is now in Beta, Tablets are coming in, etc. Lots of new stuff that will make the book less valuable in a couple of years. But for now (May 2011) it's a good read if you want to understand Google and the search business.
Has interesting information about the most significant company in the last decade. Has interesting information about the internet; where it was and where its going. But the book is too long. Too focused on uninteresting detail. I couldn't wait for it to end. [the last 20 minutes are very good]. If they ever do an abridged version, (and I avoid abrided): get it.
This is a stand out book, primarily due to the access of the author with the Google staff and the staff of the competition. The result is a comprehensive book, covering the landscape of New Media.
It is notable well read. My highest recommendation.
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